The Beginning
We began the branding process for Revenge with a workshop. The primary goal of this workshop was to identify the key touchpoints with Everreach Labs (Revenge game developers), understand their vision and determine how they envision the branding. It’s one of innovative approaches to branding development and a crucial phase in the process. It all happens here. Collaborating directly with the client to develop the project is what sets this approach apart from traditional methods. Rather than following a top-down method, you sit down with the client’s team, articulate the ideas together and ultimately discover what they truly need.
By the end of the workshop, we had developed three concepts. The game’s foundation is a post-apocalyptic world where rebels fight against an artificial intelligence that has enslaved humanity. One of the characters inspired our first concept, guiding the choice of fonts and colors. This concept was centered around the image of the game's heroine, who wears a distinctive face paint designed to avoid detection by surveillance cameras.
The second concept was based on the moiré mask. In the game’s lore, there’s a character that embodies artificial intelligence, appearing like a mirage or distortion, with a female face that flickers in and out of sight. We drew on a focus technique that originally emerged in the textile industry, later making its way into the digital realm, where it became associated with monitors. When a screen is damaged, a moiré pattern appears, which makes it a fitting choice for this concept.
The third proposal was the so-called cyber blade — a more abstract option. The idea of representing the letter “R” as a blade wasn’t new to the client. So we suggested jagged, truncated typography, with a nod to the aggressive aesthetic typical of shooters, which is a crucial element for the client’s vision.
The Search
In the end, the client chose two concepts — the first and the third. We decided to find a middle ground between the two.
We nearly nailed the font right away, but the logo took us on a long and fascinating journey. Along the way, we explored a variety of symbols and images — hands, eyes, snakes, blades, skulls, the symbol of chaos and different variations of the letter "R".
At one point, an important moment for our search came from a game’s screenshot, showing the face of the heroine, Mara. Everyone quickly agreed that the direction to pursue was her smile — or more accurately, her grimace, which was a nod to the film “V for Vendetta”.
Green
Green became the primary color for the branding. In a sense, it’s a reference to the early days of computer aesthetics, evoking the first tube computers and cathode-ray tube monitors. The game, too, appeals to the beginnings of digitalization and the rise of computers.
The color of Everreach Labs, designed by our team, also embraces green. The goal was to create a connection between the two, but with distinct variations. The green in Everreach is subdued and cool, while the green in Revenge is bright, electric lime.
From there, we decided to expand the color palette by incorporating the entire spectrum of the color wheel, using a sort of rainbow as secondary colors in the branding.
The branding has moved beyond concept and is now actively implemented across multiple platforms and media, including Steam, the Epic Games Store and various social media channels. No need to say, we’re looking forward to the game’s release.
