Brand sprint for online shooter with retro vibes

Ascendant is not just another squad-based tactical FPS; it's a high-octane thrill ride set in a biopunk world where the stakes are as big as the battles. With every match offering a new challenge through game-changing events, players are thrown into adrenaline-fueled confrontations in a world where the environment itself is out to get them. The game’s universe is a striking mix of retro 80s aesthetics and futuristic biopunk chaos, making for a uniquely immersive experience.

The narrative places players in the shoes of a protagonist who has been in cryogenic sleep for a thousand years, only to awaken in a world ravaged by a cataclysmic event that has left the planet both familiar and terrifying. This world is a strange juxtaposition where neon jumpsuits, leg warmers, and 80s rock anthems have survived alongside monstrous biotechnological creations like tank-sized, poison-spitting turtles—remnants of over-engineered life forms where the line between organic and synthetic has blurred.

To ensure the successful launch of the game's beta, I joined forces with Playfusion, alongside brand strategist Jussi Solja and copywriter Ryan Delahanty. Together, we set out to craft a brand identity that would resonate with both the retro vibes of the 80s and the cutting-edge themes of biopunk. From the outset, we knew the game needed to evoke the feeling of a classic 80s action movie, but with a modern, futuristic twist.

Drawing inspiration from VHS tapes, iconic action heroes like Stallone and Schwarzenegger, and the neon-soaked aesthetics of the 80s, we created a brand that is both nostalgic and fresh. This identity merges the raw energy of retro action films with the sleek, high-tech feel of science fiction, perfectly complementing the immersive experience of Ascendant’s biopunk world. The brand serves as a tribute to the past while embracing the future, capturing the essence of a game that boldly blends two distinct yet harmonious worlds.