Overwatch 2 x LESSERAFIM
Overwatch 2 partnered with k-pop girl group LESSERAFIM for a perfect collaboration in 2023.
Tools Used: Adobe Photoshop, Illustrator
Branding | Digital production | Print production
The Perfect Night
For the release of Overwatch 2 x LESSERAFIM collaboration, we were tasked to create a visual identity that held true to both brands but also memorable. Drawing inspiration from the in-game event Concert Clash, in-game cosmetics, and the “Perfect Night” MV by LESSERAFIM, we were able to develop a visual identity that is modern yet whimsical. The contrast of sharp shapes, patterns, and bright soft colors marries the two brands together and separated this event from other events we’ve done in-game.
Here is a brief look at what we’ve developed and executions that made the collaboration a “perfect night”.
You can check out the amazing music video here!
Creative Director: Max Matesen
Senior Lead: Alyssa Homan
Designers: Shelly Amine & Margaret Lee
Production: Joshua Pletzke
Completed 2023 at Blizzard Entertainment.
Visual Identity
The purpose of developing a visual identity is to ensure that branding is consistent when being handled by different people on different teams. Balancing Overwatch’s clean and modern aesthetics with the brightness of the Perfect Night visuals was key to creating a successful collaboration.
Logo lock ups and colors. Palettes were picked from the in-game skin cosmetics.
We decided to incorporate icons of both brands so in cases where the characters are not shown, the branding is still recognizable. We decided to integrate sparkles to give it that feminine and k-pop flare!
Type treatments
Custom backgrounds and patterns developed for the collaborations. We loved the idea of using contrasting shapes and colors that provided an edgy yet soft appearance.
Containers drawing inspiration from Overwatch and the LSF logo.
Applications
Below is a quick look at some explorations using the visual identity. This was to ensure that the assets being created were usable. It was through this exercise we could establish which assets were being used for promoting the collaboration and for promoting the limited-time game mode: Concert Clash.
Executions
Below is a quick look at assets that were created using the visual identity for promotional content and at Blizzcon 2023:
Left to right: large scale signage, event roadmap, collaboration promotional assets
Custom XBOX skin created and gifted to LSF (+picture of LSF signing them!)
Assets were used on stage for LESSERAFIM’s live performance at BlizzCon 2023