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Roblox — Brand Redesign



Roblox
Brand Redesign


With over 100 million active players, Roblox is the world's largest social gaming platform. Havoc was approached to help bring 10 years of epic gaming history into the modern era.


Role
Brand Strategy, Identity System, Concept Development, Website Design, Copywriting Packaging, Video Content, 3D Art, Creative Direction




We started by designing a new identity system to embody the unique brand personality while nodding to the founder's cultural heritage with Interactive Physics.




To drive awareness for the new brand launch, we wrote a series of films featuring popular roblox characters, brought to life in vibrant 4k CGI. The films went on to garner more than 14M views.




We leveraged the new CGI characters into custom key art to be used across the website, merch, and displays.




The new identity and branded content were then incorporated into a bold new website design, giving fans a close look at the company.




Mobile was especially important for talent recruitment. Havoc ensured every swipe delivered a consistent brand experience.




We extended the reach of the new brand by also designing the packaging for their first ever toy launch. The line was sold in Toys "R" Us stores nationwide, and within 2 weeks became one of their biggest sellers.




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Roblox — Brand Redesign
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