5+ million downloads: Clean, experience-driven, visually compelling.
Unleash the (creative) beast!
Crytek is an independent development and publishing studio renowned for their award-winning AAA games.
CryEngine is a game development platform developed by Crytek. The new design style (a part of the rebrand) focused on having a cleaner, more streamlined look, that emphasised the graphic-making abilities of CryEngine. This meant bigger, more engaging and eye-catching visuals, minimal text (to avoid language barriers), and smarter interactions that gave solid user feedback.
Quirky and purposeful animations for gamers and game developers—a much welcomed addition.
A part of this included creating a collectable series of shirts that playfully showcased some of the most used features, such as the Tessellated T-Shirt (texture), which meant that the shirts came rumpled or 'manually tessellated', or the witty and self-explanatory Realistic Cloth Simulation.
It was important to keep the existing community of users and let them know they were welcomed, understood, and heard.
The brand relaunch was also featured on some of the top gamer magazines, e.g. EDGE and Develop. Aside from media advertising, events – including GDC, E3, Gamescom, Tokyo Game Show, and PAX to name a few – were a very good way to show the new style, reaching the main community of gamers and developers.
I also worked with the in-house game design, marketing, and business development teams, as well as external production houses, to recreate scenes and levels from different games and bring them to life for a different, more engaging user experience for the convention attendees. Doing booths like this also gave a clear idea and ‘feel’ to the gamers and media, so they knew what to expect and look forward especially for newly-announced games.
