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Rebooting the king of social gaming

Roblox

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With over 100 million active players, Roblox is the world’s largest social gaming platform. Havoc was approached to help bring 10 years of epic gaming history into the modern era.

+  Our role
3D Art
Brand Strategy
Concept Development
Copywriting
Creative Direction
Identity System
Packaging
Video Content
Website Design
+  Collaborators
Roger
Scout Music
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We started by designing a new identity system to embody the unique brand personality while nodding to the founder’s cultural heritage with Interactive Physics.

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To drive awareness for the new brand launch, we wrote a series of films featuring popular Roblox characters, brought to life in vibrant 4k CGI. The films went on to garner more than 14M views.

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To drive awareness for the new brand launch, we wrote a series of films featuring popular Roblox characters, brought to life in vibrant 4k CGI. The films went on to garner more than 14M views.

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We leveraged the new CGI characters into custom key art to be used across the website, merch, and displays.

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We leveraged the new CGI characters into custom key art to be used across the website, merch, and displays.

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The new identity and branded content were then incorporated into a bold new website design, giving fans a closer look at the company.

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The new identity and branded content were then incorporated into a bold new website design, giving fans a closer look at the company.

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Mobile was especially important for talent recruitment. Havoc ensured every swipe delivered a consistent brand experience.

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Mobile was especially important for talent recruitment. Havoc ensured every swipe delivered a consistent brand experience.

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We extended the reach of the new brand by also designing the packaging for their first ever toy launch. The line was sold in Toys “R” Us stores nationwide, and within 2 weeks became one of their biggest sellers.

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We extended the reach of the new brand by also designing the packaging for their first ever toy launch. The line was sold in Toys “R” Us stores nationwide, and within 2 weeks became one of their biggest sellers.

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The year-long effort was rewarded with a Webby nod and salute from our partners at Roblox.

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The year-long effort was rewarded with a Webby nod and salute from our partners at Roblox.

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