The main challenge for this assignment was communicating a new type of game to consumers. Gamers were already familiar with games that let you play against one another either alone or in teams. But this unequal 4v1 was a new concept. One that raised questions about fairness and balance.

The song is a cover of Danzig’s “Mother.” To make sure we created the proper mood, we reached out to a LA-based recording artist to record a custom version of the song to match our trailer. Our client credits this haunting melody as a key factor in the trailer gaining +10 million views on YouTube. We were even able to negotiate terms that allowed this artist to sell her cover of “Mother” through iTunes where it became one of her top-selling songs.

When the logo was revealed to the gaming public, it was received with universal acclaim. Gaming new sites almost never report on the logo designs for video games, yet one of the most prestigious sites in the industry, Kotaku.com, devoted an entire article praising the way our logo turned the idea of 4v1 into a simple and iconic visual.