Demonware connects people to play online. Based in Dublin, Vancouver, and Shanghai, they design, develop and host online services for some of the most popular game franchises in the world. A wholly-owned subsidiary of Activision Blizzard, the studio retains its own unique culture and internal structure.
We were inspired by Demonware’s dedication to the wellbeing of its team to create a unique, clever and memorable solution. Working across print, online, signage and motion, the outcomes connect with the company’s story so far and set out its ambitions for the future.
Until our work on the project, the Demonware identity had been in place more or less untouched for 14 years. This meant that while the need for change was apparent, the pre-existing logo and colour scheme had resonance for many team members. We undertook an extensive process of interviews and consultation with the team. Our goal was to understand what parts of the previous solution should be carried forward, and what should be replaced, removed or improved.
Centred around the core wordmark and ‘Always Game’ campaign line, Demonware’s new identity can be consistent without ever feeling monotonous. Where once the company presented a single logo across all of its communications, we sought to exploit the opportunity to deliver the most original, memorable and striking way to engage at every touch-point.
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