Need for Speed
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.
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 set up a system that captures a sense of speed, tension, and story.