CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK

Salvage

DESIGN CREDITS

Creative Director

Stuart Watson

Strategists

Liam Hamill, Isabelle Quevilly

Project Manager

Katy Bottomley

Designer

George Adams


TAGS

, , , , , , ,


LINKS

venturethree
King

King by venturethreeKing by venturethreeKing by venturethreeKing by venturethreeKing by venturethree

CLIENT

The world leader in cross-platform, bite-sized games, offer­ing 150 exclu­sive games, with titles such as Candy Crush Saga and Bub­ble Witch. It has grown rapidly to become the largest devel­oper of games in the world on Face­book and a leader in mobile with over 108 mil­lion monthly players.


BRIEF

Our brief was to posi­tion King as the leader for this new form of gaming—the HBO or Pixar of the casual games world. An indeli­ble mark of fun and qual­ity that when attached to a game title would appeal to play­ers every­where. We wanted to cre­ate an iconic visual iden­tity. The chal­lenge was to keep the ele­ments as min­i­mal as possible—capable of work­ing at 16 pix­els square but scal­able at the same time—whilst keep­ing its orig­i­nal name and crown logo.


APPROACH

We designed a quirky new logo writ­ing King in the shape of a crown, and we cre­ated a brand that com­pli­ments the games rather than over­shadow them. We rec­om­mended a shift from King.com to a sim­pler, more con­fi­dent King. A brand fit for all plat­forms. We trans­formed an old-fashioned iden­tity into a dynamic set of assets for online, on tablets, on Face­book and beyond. We cre­ated a new brand archi­tec­ture sys­tem which will help King grow in the future and com­mu­ni­cate to play­ers with sim­plic­ity the diver­sity of their port­fo­lio. King now has 50 mil­lion daily play­ers with Candy Crush Saga being the most played game on Face­book. In Hong Kong alone, it’s esti­mated that 1 in 7 peo­ple play it. King’s focus on Bite­size Bril­liance will help the game reach new heights of pop­u­lar­ity. And as the com­pany launches excit­ing new multi-platform titles, they have a clear posi­tion­ing as the world’s num­ber one in snack­able entertainment.

We really enjoyed work­ing with v3. Together with our own cre­ative team, they helped us to develop a high qual­ity brand look and feel. Their advice and con­sul­tancy was always well con­sid­ered and it was a plea­sure to work with them to cre­ate a new con­cept for us around the idea of Bite­size Bril­liance. — Alex Dale, CMO at King

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