Big Fun Was The Big Idea

Founded in 2002, Big Fish has evolved as a business several times over. Pivoting from its original model of subscription based PC games, to free-to-play mobile games, it needed to refresh its brand to better reflect its current offerings and to position it well for a rapidly changing digital landscape. 51 Eggs partnered with them to develop a new brand strategy and brand identity. 

As the world of digital entertainment grows exponentially every year and with thousands of publishers populating content portals, it’s getting harder for consumers to know who to trust. Big Fish’s reputation as being a reputable and trusted brand with a long and verified history of publishing will only become more valuable with time.

Our recommendation was to leverage the brand’s equity towards the future and position Big Fish not as a traditional game company but as a forward looking entertainment company that will be adaptable to any future mediums or platforms. With this idea as our catalyst, our solution was to develop a kinetic identity to create a dynamic and visceral brand experience for consumers that is more in line with major motion picture studios and global entertainment companies.

Make It Bigger

We moved “Felix” the fish out from being a static part of the Big Fish logo and made him an integral part of the brand’s kinetic identity. Just by the very nature of the name, Big Fish, Felix had to be huge. Positively enormous, Absolutely gargantuan. To this end, Felix is always proportionately enormous within his presentation and the entirety of his character is never seen all at once.  

Using Felix in this way changes brand’s blue colorfield into an immersive environment, as if the viewer is peeking through a window deep below the water’s surface. Felix lives in this world and playfully engages with the viewer, activating the brand in their imagination and creating ever-changing opportunity for the brand to express itself. 

A Big Book For Big Fish

A comprehensive manual was written to articulate the brand for the company’s 600+ employees. Covering graphic standards and best practices, the manual also established the core values and tenets of the brand, its mission, position, voice and sensibility. 51 Eggs provided consultation to facilitate and evangelize the brand’s adoption through company wide workshops and education.