After a lackluster reception to the launch of Battlefield V, players no longer believed that Battlefield was the franchise it once was. Therefore, Battlefield 2042's brand identity needed to signal a new era, breaking away from the outdated brand aesthetic and expanding the toolkit to encompass a wider range of applications.

The brief was to deliver the freshest gaming Brand Identity of the year in 2021, right in the midst of the summer reveal season, with the FPS market having an incredibly competitive year featuring both the release of a new Call of Duty title and the return of fan favorite

Set in a near-future world transformed by disorder, players must adapt and overcome a world where disaster strikes without warning. The brand identity for Battlefield 2042 captures this spirit of thriving in chaos.

Battlefield is often referred to as a ‘sandbox FPS’ because of the player agency it offers with its vast tool set and how players use that to overcome the challenges they encounter. The previous brand design was perceived as aging and old school, with key art that didn’t fully represent the Battlefield experience.

Our Strategy, Thrive In Chaos, celebrated the player as engineers of ingenuity, demonstrating that there is not just one way to win on this new chaotic battlefield of the future, with bigger maps and an all new futuristic arsenal.

Crafting Battlefield 2042's Brand Identity presented unique challenges as the game was still in development, requiring a flexible and adaptable approach. Embracing the core idea of “Thrive in Chaos,” we developed a simple but versatile toolkit inspired by in-game chaotic weather events and high-tech.

The key Art captures a confident soldier fearlessly advancing into chaos, with each SKU bringing him closer while simplifying the execution for a premium feel. The logo incorporates a fresh teal color with a subtle glitch, The typography features indents that evoke erosion, and the heat signature represents various weather fallouts from the sky.

By seamlessly integrating these elements, we created a brand identity that resonates with the game’s essence while overcoming the challenges of working with in-development assets. The result is a visually stunning and memorable brand experience that captures the attention and imagination of players.

The revamped brand identity had a significant impact on the gaming experience, creating a cohesive brand presence across all touchpoints. This included UI integration, OOH on Times Square, social media, and cross-brand collaborations. By positioning design as a strategic, iterative, and integrated function, the brand experience was seamlessly integrated across in-game, marketing, live services, and beyond. The result was an iconic, revitalized and universally acclaimed expression that captivated both veterans and new players alike.