After years of running a live-service game, Piranha was releasing a stand-alone product again. It needed a brand that would work on every platform.
Mercenaries marked the studio's move from live operations to a stand-alone game on the major platforms. I designed a scalable logo with alternate marks, wrote the brand guide, and built the website. The site had one job: to direct each player to their chosen store, at launch and for every DLC that followed.
The logo grew into a full system: a short mark, a colour scheme and typography. Key art and the wider campaign came from Petrol, an agency in California, and the partnership gave Piranha's marketing team new ways to reach players.
The homepage is given over to the Atlas, the game's signature Mech. Subtle animation brings it to life, and the latest news sits directly below. The hierarchy is simple: the icon first, the updates second.
The rule throughout was to keep it simple. Most traffic arrived from social posts, landed on a DLC page, and needed a quick answer to one question: what is in this pack? Each page was given a video, in-game screenshots and a short story setup, and works as well on a phone as on a desktop.
