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Sims 4 Brand Design System
Art Direction • Design Systems • Logos • Illustration Direction • Concepting








When developing the Sims 4 brand system, we considered a flexible system that would work with multiple applications in print and digital executions such as app key art, iconography, expansion packs, and more. 






Core Game








Using the brand equity of the Sims, such as the green and iconic diamond (Plumbob) we established a clean base focused on the unique expressions of the characters in the new game. 







With a constantly evolving game, established a digitital visual system that is able to be updated for new content being developed.









The multiuse icon system that worked in both digital purchases and in-game UI. The legibility was integral for multiple interfaces.















Mobile








Maintaining the mobile game essence, we upgraded the logo, icon, and key art to bring a cohesive brand look.










With multiple gaming apps, we considered app icon differentiation and developed a formula for future icon updates. 







Concept




Explored adaptations of the brand for marketing material refreshes spaning to social, console, and print.






Using existing key art, proposed bright vibrant colors with signature angled elements.