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Creating and Sharing Brand Stories

Gears of War 4 Social Media Campaign


   |   Xbox 

The Battle Begins


When Xbox asked us to help mobilize longtime fans and new players alike to make Gears of War 4 a resounding success, our mission was clear: create a powerful teaser for the release trailer, deliver social assets for exclusive pre-order sales, and lead the way on one of the first major promotions for Snapchat.

Fortunately, our team is led by folks who have been developing the Gears of War visual identity since its inception in 2005. Building on that decade of experience with the brand, and with a careful strategy in place, we put the right boots on the ground and got the gargantuan franchise to the frontlines for the fourth time.


Gears of War 4 Campaign


   |   Xbox 

Battle-Tested, Brand-Approved


When this battle began, our mandate was to build an epic ramp to get Gears of War 4 in perfect position for the long-lasting franchise’s latest fight. The long road to release demanded that we build the brand over 24 months of beats, including two E3’s. That’s a hell of a haul for such a massive machine and cranking out heavy-hitting content was key. We needed to deliver: teasers for the announce, motion identity pieces on social, and the key art for the release itself.

Fortunately, our team is led by folks who have been developing the Gears of War visual identity since its inception in 2005. Building on that decade of experience with the brand, and with a careful strategy in place, we put the right boots on the ground and got the gargantuan franchise to the frontlines for the fourth time.


Xbox Elite Controller Gears of War 4 Edition Trailer


   |   Xbox 

Gears of War fans, rejoice!


The Gears of War 4 Xbox Elite Wireless Controller is finally here. This fierce announce trailer for E3 2016 showcases the intense etchings on this new controller with sound bites from the new game. Following the cuts and scratches across the controller tells a story on its own, but fans didn’t hear it from us.


Gears of War 4 Brand ID


   |   Xbox 

Back In Gear


For the big Gears of War 4 announcement at E3, we wanted to tease the release as a huge step forward for the AAA franchise, exciting veteran and new gamers alike. But with a new lead character whose identity we couldn’t reveal—and no reference to any heroes familiar to the franchise faithful—we basically had been tasked with shining a glorious spotlight on a mysterious shadow. And we had to be slick about it.

Fortunately, our team is led by folks who have been developing the Gears of War visual identity since its inception in 2005. Building on that decade of experience with the brand, and with a careful strategy in place, we put the right boots on the ground and cranked out some glossy war fog.


Gears of War: Ultimate Edition Brand ID


   |   Xbox 

Re-Geared and Reloaded


Do you remember that fateful day? The first time you landed on the planet Sera, ready to cut into the Locust Horde? Microsoft is mobilizing gamers to relive that moment with Gears of War: Ultimate Edition. To support them in this endeavor, we assembled our Delta Squad: a core group of Ayzenbergers who have been defining the Gears of War visual ID since the beginning. They won the battle using creativity, exceptional design skill, and clear vision, channeling the essence of the franchise with a fine balance of nostalgia and newness. Fire up your chain guns, gamers—it’s time to save the human race.

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