Video games are the leading edge of defining culture, yet they often lag behind other entertainment categories in brand design, relying on typical genre tropes and tired aesthetics. This project represents an unusual effort to both elevate and unify in-game aesthetics, brand identity, and marketing visuals to create a brand design unlike any other in the space or even broader entertainment.

Yes, Starfield is available on Xbox consoles, PCs, and Game Pass.

Starfield was created for a global market fascinated by space exploration and science fiction. Released at a time of increasing global uncertainty, marked by political tensions, environmental challenges, and societal upheavals, the game aimed to provide a sense of hope and optimism for the future. Against this backdrop of uncertainty, the cultural context emphasized the importance of escapism and aspiration, with Starfield offering players the opportunity to embark on a journey of discovery and adventure in a distant universe.

The cultural context of technological advancements, growing interest in space tourism, and the enduring appeal of science fiction narratives influenced the creation of Starfield, positioning it as a beacon of hope and inspiration for gamers worldwide. By capturing the game's sense of hope amidst uncertainty, the brand sought to resonate with audiences seeking immersive experiences that offer solace and optimism in turbulent times.

Bethesda Game Studios embarked on creating Starfield, their first new universe in 25 years. This departure from their established fantasy and post-apocalyptic IPs presented a unique challenge. The brief called for a brand strategy and visual identity rooted in themes of exploration and optimism, resonating with a diverse gaming audience. Objectives included establishing Starfield as a distinct brand, evoking anticipation, and offering a beacon of hope in uncertain times. Budget information is confidential. The project's scale encompassed developing a cohesive brand identity across various assets and marketing channels, extending from pre-launch campaigns to post-release support.

Crafted to inspire the next generation of explorers, Starfield's brand identity resonates with its hopeful vision of humanity's future in space. Understanding that gamers seek emotional experiences, not just features, the design team centered their work around the ethos of "forever in adventure." Every aspect, from art direction to logo and animation, reflects this spirit of perpetual exploration. Guided by principles of scientific accuracy, warmth, optimism, and boldness, the design captures the essence of venturing into the unknown. Through cohesive and thoughtful execution, Starfield aims not only to deliver a visually stunning experience but also to instill a sense of hope and excitement in players. This approach aligns with gamers' desire for immersive experiences that evoke profound emotions and aspirations, transcending the boundaries of traditional gameplay.

Starfield is firmly rooted in science and astronomy. The visual identity would be no different. Starfield’s art direction emerged minimalistic and clinically simple, yet grounded in reality, with visual cornerstones like the starmap and gravitational wave. Evoking future technology but still bearing the mark of something human-made, the visual identity is inspired by the game itself but flexible enough to extend outside it.

An intrepid group of the last explorers, Constellation, is at the center of the Starfield epic. A stripe composed of four earthly colors became their emblem, seamlessly bridging the game’s graphics with its marketing visuals and setting Starfield apart in a crowded sci-fi gaming space.

Starfield firmly established its identity in the public's consciousness, validated by unaided awareness and brand recall. Starfield became Bethesda’s biggest launch, set a record for Xbox Game Pass subscriptions, and drove Xbox’s largest Q1 revenue. In an uncertain world, our optimistic vision of the future resonated with over 13 million players, turning Starfield from just a game into a beacon for endless adventure.