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GTR Racing - Branding, Design, & Marketing
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Created: 03/25/08
Last Edited: 03/25/08
Views: 128
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GTR Racing - Branding, Design, & Marketing
In 2005, while employed by Viva Media LLC, I was given the task of preparing GTR (Grand Turismo Racing) for repackaging and deployment in the U.S. The game’s U.S. release would require rebranding " GTR was designed exclusively in Europe and tailored to a European audience. Branding the game in the United States would require collaboration and approval among four companies: Viva Media LLC, Take Two Interactive, Simbin GmbH, and 10Tacle GmbH " the latter two companies based in Europe.
GTR was radically different from its U.S. counterparts. The gameplay was structured on hyperrealism unlike the cartoonish racing games that dominated the U.S. market. Having met with German representatives from 10Tacle GmbH, it was agreed that the GTR must be branded as a “simulation.” Subsequently, my initial designs were created to portray photorealism.
Having created a design using an assortment of in-game screens and my own custom photography, final creative approvals were made by each respective company. I was then given the opportunity to create all supplementary sales materials and online/offline marketing assets, including sell-sheets, print advertisements, banner advertisements, and press releases. After operating an effective U.S. public relations and branding campaign, I was entrusted with the package development, development of sales and marketing assets, and public relations campaigns of two highly successful GTR sequels: GT Legends and GTR 2.
The GTR series is among the bestselling and most highly touted automotive simulations in gaming history.
In 2005, while employed by Viva Media LLC, I was given the task of preparing GTR (Grand Turismo Racing) for repackaging and deployment in the U.S. The game’s U.S. release would require rebranding " GTR was designed exclusively in Europe and tailored to a European audience. Branding the game in the United States would require collaboration and approval among four companies: Viva Media LLC, Take Two Interactive, Simbin GmbH, and 10Tacle GmbH " the latter two companies based in Europe.
GTR was radically different from its U.S. counterparts. The gameplay was structured on hyperrealism unlike the cartoonish racing games that dominated the U.S. market. Having met with German representatives from 10Tacle GmbH, it was agreed that the GTR must be branded as a “simulation.” Subsequently, my initial designs were created to portray photorealism.
Having created a design using an assortment of in-game screens and my own custom photography, final creative approvals were made by each respective company. I was then given the opportunity to create all supplementary sales materials and online/offline marketing assets, including sell-sheets, print advertisements, banner advertisements, and press releases. After operating an effective U.S. public relations and branding campaign, I was entrusted with the package development, development of sales and marketing assets, and public relations campaigns of two highly successful GTR sequels: GT Legends and GTR 2.
The GTR series is among the bestselling and most highly touted automotive simulations in gaming history.
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