Finalising box art and logo for launch

Finalising box art and logo for launch

The Challenge

Our client was moving towards the release of their next big IP and needed help in identifying the final name, logo and box art design. As a brand new IP, it was crucial to test the different options robustly, and choose the best combination that not only created excitement, but also captured the essence of the game. Bryter had previously supported on several rounds of research to test and shape the game concept so were well positioned to help with this next phase.

Our Approach

We began with an initial qualitative stage, running online focus groups with target players in the US & UK. We tested six early designs of box art to gather detailed feedback on the style, content and meaning of each design. The two most appealing designs were taken forward and developed further for the next round of testing. Here we ran qualitative focus groups again, to test box art and logo combinations. Lastly, after some further refinements to design, we ran a quantitative survey in order to robustly identify the most effective logo & boxart combination on a larger scale.

The Outcome

Along the stages of this research, we were able to support the ongoing design of the box art and logo assets. Rather than just measure which was the most appealing, we gave detailed feedback around how players interpreted the designs and what the different elements conveyed about the game. Based on this, our client were able to choose a design combination that they felt truly represented the game and themes within it.

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