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Need for Speed

Payback

The Need for Speed franchise has over 20 games under its name, but has struggled to establish a recognizable and consistent visual brand. I was part of the team at Moving Brands that worked to define a signature system to launch the latest title and to lay the groundwork for future ones in the series.

Team

Creative Director: James Trump

Project Manager: Katie Beneicke

Lead Designer: Myself

Designer: Mackenzie Pringle

3D Artist: Mel Zahar

Two sports cars in a night scene against a Las Vegas backdrop

Creative Direction

We drew elements from the gameplay and tone of voice that felt signature to the Need for Speed franchise. From imagery treatment and color to typography and graphic devices, we delivered a system that captures a sense of speed, tension, and story.

4 columns showing clouds and dust in different color themes, from light to dark.
Gradient bar going from day, dusk/dawn, to night
Close up of a double muffler, emitting sparks. I don't even know if that is realistically possible.
Spectators by a racetrack, surrounded in smoke
Two men and a woman in almost silhouettes, surrounded in smoke
A lambo drifting in dust, color treated
Image of an example character, treated in sepia tone
Billboard mockup showing: Need for Speed Payback, Ignite your inner rebel.
Mockup of posters wheatpasted on a ridged wall, showing the Racer, the Wheelman, and the Showman
Examples of comms layouts
Website mockups of NFS homepage and of an ad takeover

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