Big Fish Games

Big fun was the big idea

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.

Roles:

Strategy
Positioning
Brand Development

Brand Articulation
Brand Narrative
Creative Direction
Art Direction
Identity Design
Design
Illustration
Collateral Design
Copywriting
Digital Experience

3D Character Development
Animation

Sound Design

Make it bigger

We moved “Felix” the fish from a static element of the Big Fish logo to 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 this way transforms the brand’s blue color field into an immersive environment, as if the viewer were peering 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 opportunities for the brand to express itself.

Play Inspired

The new tagline, “Play Inspired” was an opportunity establish an interplay of ideas between the entity and its purpose. The phrase was conceived as an aspirational call-to-action as well as a confident statement of intention. As another piece of the brand’s kinetic identity—its rendering and presentation can take any form and is an infinite opportunity to bring depth and color to the brand’s personality.

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.

More Work