FACEBOOK GAMING
Relaunching a gaming platform that had to shake off FarmVille.
Facebook was already one of the biggest gaming platforms on earth and nobody serious would admit to using it. We built a new identity with Collins, debuted it at E3, and gave Facebook Gaming a brand that core gamers would accept.
THE CHALLENGE:
Years of legacy logos and lingering FarmVille associations had left Facebook Gaming with a credibility problem. It needed a brand welcoming enough for casual players and credible enough for core gaming audiences, two audiences who mostly don't want to be seen in the same room.
WHERE I CAME IN:
I sat on the brand side, not the agency side. As Creative Director on Facebook's brand team I led the identity system with Collins as our design partner, working alongside global PMMs with creative sign-off as voice of the brand. Built an identity that assembles rather than announces. An adaptive, modular glyph that evokes how Facebook brings different gaming communities onto one platform, then pairs with partner and creator IP instead of overpowering it, reinforcing Facebook as a platform for the ecosystem rather than a brand competing with it. Launched it where it would be judged hardest. The identity debuted at E3 2018 and rolled out across the Facebook Gaming booth, launch events, and the redesigned Creators site.execution.Our multidisciplinary team analyzes each objective, designs a tailored roadmap, and implements with rigorous oversight.
IMPACT
- 210% year-over-year viewership increase within 18 months
- Scaled to 350M monthly active users
- Became the third most-watched gaming platform globally
- Press: TechCrunch, Fortune, Adweek, TechRadar, Engadget, VentureBeat
