Immersive Brand Design for an Action-Packed Game World
HiRez - Rogue Company
My Role
Branding, Creative Direction, Storytelling, Copywriting, World Building
Overview
Hi-Rez Studios approached Dragon Army with an ambitious project for Rogue Company, seeking to create two dozen distinct brands to enrich the game’s immersive world. The project involved world-building through detailed character and location brands, designed to enhance the gameplay experience. We collaborated closely with Hi-Rez’s internal team to develop and standardize brand identities for Rogue Company’s main characters, products, and central locations, integrating these brands directly into the game’s narrative.
Challenges
This project demanded the creation of multiple visually compelling brands that players could encounter as part of the game environment. These brands needed to be versatile enough to appear on in-game architecture and clothing skins, each contributing to an authentic, immersive world. Additionally, each brand required a unique lore and backstory to further engage players and support Rogue Company’s rich world-building efforts.
Solution
We developed comprehensive brand guidelines for each fictional brand, providing Hi-Rez with detailed logos, iconography, color schemes, and typography. Each guideline included brand lore and backstory to enhance immersion, along with examples of how these brands could be visually represented through products, materials, and architectural elements. The design direction was crafted to ensure that each brand felt distinct yet cohesive within the world of Rogue Company.
Delight
To make each brand feel truly authentic and memorable, we paid close attention to detail, creating unique product and material examples that differentiated each brand within Rogue Company. From textured fabrics to distinct materials like metals and ceramics, each brand featured its own set of design elements and product types. This approach ensured that every brand had a unique look and feel, adding layers of realism and depth to the world. These thoughtful touches made the brands recognizable and engaging, enriching the game’s immersive experience and enhancing players' connection to the Rogue Company universe.
Conclusion
The completed brand guidelines were handed off to Rogue Company’s lead game designers, who integrated these brands into the game’s new "Vice" map, a bustling high-end retail district where players can engage in battles amidst retail storefronts. Hi-Rez Studios went on to create dozens of character skins based on our branded clothing designs, adding depth and consistency to the game’s aesthetic. This project showcased our strengths in UX/UI design, design systems, and creative direction, successfully delivering a series of immersive, story-rich brands that enhance the Rogue Company universe.
17
Brand Guidelines
146K+
Peak-Player Base
74.4%
Positive Reviews
