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Rebranding Warface was a complex challenge. The original design, inspired by 80s-90s robot TV shows and anime, didn't resonate across all markets—especially for European and Russian gamers. The rebrand involved collaboration with multiple teams: Crytek, game developers, publishers, and media outlets. We rebranded gradually: bold colours, cleaner logo, and art style that leveraged in-game 3D graphics instead of the previous anime style. The new approach used 'dynamic blocking' to create a “structured-yet-chaotic” look that worked across print, merchandise, and digital platforms.
There were two main websites for Warface: the game website and the product page on the developer's site, Crytek.com. Several microsites were also designed and developed for targeted campaign purposes.
With the redesign, it was important to focus on the user experience as the websites acted as the first base for them to be interested in the game. Interaction feedbacks, such as a change in colours or slight animations for mouseover or click effects, were important.
To connect with the community and build a rich user engagement and experience, it was important to look at what can be brought from the game into real. For example, these limited edition Warface and Blackwood (the two factions of soldiers in the game) coins were produced as collectable merchandise, which was given exclusively to players and fans.
The coin is made of light metal and placed in a clear container, much like a medal.
The new style of bringing more of the game into the design also led to other fun experiences. For example, booths in game conventions were made more engaging, e.g. by building a life-size military plane and bringing in real vans, barracks and palm trees to mimic one of the game environments (in the game, there's a scene similar to this in the "Favela" level).
This particular booth was produced for Gamescom and created together with an external agency.
The new in-game UI introduced a “storytelling” within the game settings, e.g. starting from the lounge/relax area, then when a mission is selected, the characters move to the lockers to select equipment, and it ends with them entering the helicopter, from which they are deployed to start the game.
>> Check out Crytek // CRYENGINE for game booth examples. <<
Brand identity and governance // Experience design // Visual and product design // UI/UX // Packaging, merch, print, event spaces, OoH // Art direction // Campaigns // Film // MORE
