When the Birds and the Pigs decided to set aside their differences for some friendly competition, Rovio called Pilot to help develop the branding, guidelines, and key art for what would become the property’s first 3D game, Angry Birds GO!
THE CHALLENGE
Unfortunately ideal timelines are oftentimes an unattainable request. Especially when working within the fast paced world of mobile gaming. Many assets having to be created even before game imagery exists. The creation of the Angry Birds GO! logo, key art, and brand guide were no exception.
GETTING TO WORK
To kick off the project the Pilot team headed to Rovio’s HQ in Finland to spend a few days working with their team and getting to know their newest property, Angry Birds GO! As we do with all projects, we started by concepting different ideas through sketch. For this particular project our first priority was to develop the logo and key art while we had the Rovio team beside us to get instant feedback. The communication between both groups of creatives allowed for image creation even before game imagery was created.
After a productive week in Finland, Pilot returned home to continue their work building a cohesive brand look. The team worked simultaneously to deliver the logo, key art and brand guide.
Logo concepts were done at a rigorous pace with real time client feedback. Certain concepts stood out from the rest. Each of these iterations began to make their way from sketch form to black and white vectors as the design and typography became more refined.
As the finishing touches were being put on the logo, the composition for the key art was finalized. The versatile piece would work universally well vertically, horizontally, or multi crop. The illustration team started to render and paint the background and final elements. The high energy piece perfectly captured the game and world within which it lived.
The brand guidelines for Angry Bird GO! were created to make sure that the brand elements, the logo, artwork, characters, typography, etc., would all be used in a consistent way. Pilot’s intimate knowledge of the Rovio properties and a
pre-existing working relationship helped make the branding of their newest mobile game a success.
pre-existing working relationship helped make the branding of their newest mobile game a success.
THE OUTCOME
With tight deadlines and Pilot’s zero tolerance for letting that affect the quality of work, this project mirrored the gameplay; fast, furious and a blast!
