As a 15 year old title, it needed to be updated without losing its soul. In addition, from a tactical standpoint, the work needed to be flexible and adaptable for all the complex marketplace applications. Finally, many teams need to be able to leverage and understand how to make their activations ladder up to the new design system.

The foundation of the identity was all about bringing the tension, horror, and suspense to life in a way that felt contemporary and ownable. We wanted to find a way to put our own stamp on science fiction and horror, making something uniquely Dead Space.

In Dead Space, the Ishimura is a dying ship. We wanted the players to feel like the visual identity was part of the vessel itself. This involved not only science fiction elements, but also capturing the low-fi, industrial, tactile feeling of a mining craft from the future.

To better understand our audience, we worked closely with a community council. The community council consisted of diverse range of fan voices. We listened to what they had to say and did our best to create work that delivered on fan’s high expectations.

Over the course of a few months, we crafted the key art, logo, graphic elements and design templates to solve for a wide range of market applications.

Throughout the campaign, there was a high level of visual consistency among all design assets, from trailers to social posts, the web launch and even the in-game boot flow. This helped things feel as cohesive as possible.

Overall, the launch and reception were extremely positive. The campaign was seen by millions of gamers across the globe and had a positive reception. We helped fill the Ishimura will willing engineers, and two months into launch, players had racked up over 7.5 million in-game deaths.