Role: Art Direction / Concepts / UI
Media: Brand / Website
Client: SEGA
SEGA
Pitching, Creative/Art Direction, Conceptual Art, UI Design & Building Modular UI Design System.
02
The Pitch
SEGA wanted to modernise its US and European websites with a flexible digital system that could evolve across its portfolio of IPs and reflect its place in modern gaming.
Leading the visual direction and creative development for the pitch, the focus was on creating a fresh, exciting direction that celebrated SEGA’s heritage without feeling dated. Key concepts and presentation visuals brought the proposed direction, creative thinking and long-term opportunities to life.
The pitch was successful, with SEGA selecting us (the wildcard agency) to take the project into the next phase of creative development.
03
creative Territories
SEGA had little in the way of defined brand assets beyond its logo and iconic blue, so three distinct creative routes were developed to explore what the brand could look and feel like. Each offered a different take on its identity, helping establish a clearer sense of who SEGA is and how it wants to be perceived.
The routes provided a starting point to align on the visual style, tone and overall direction, creating a foundation for the content and design frameworks to follow, while building excitement and bringing stakeholders along with the vision.
This was also an opportunity to push creative boundaries, exploring ideas beyond the digital experience and considering how the identity could extend across the wider brand. Testing different styles, experimenting with visual elements and exploring the full potential of each direction.
