Injecting creativity into a genre proud of its conformity.

In the competitive world of MOBAs (Multiplayer Online Battle Arenas), complexity reigns. Dedicated players spend hundreds of hours memorizing fixed strategies, which leaves casual players struggling to keep up. Enter Lunchbox Entertainment. Their new game, Sirocco, rejected rote learning. It was a MOBA with intuitive mechanics that allowed new players to hop in without sacrificing the competitive depth that hardcore players crave.

Our job was to sharpen Sirocco's offer, and to design a brand that achieved two goals. 1) Attract new players, while 2) appealing to experienced MOBA fans. 

Playtester interviews revealed that gamers did not talk the way developers did. They did not define themselves by genre, but by how they played — on a spectrum from casual to hardcore. And it was hard to find competitive games that all could enjoy together.

We saw an opportunity to flip the script. Sirocco wasn't about redefining mechanics. Sirocco was about redefining competition. Traditional MOBAs tested you on memorization. Sirocco tested you on how adaptable, sharp, and quick you were. 

The brand idea emerged as "enjoyable competition", where competition was fun, not punishing. Everyone, from beginners to the experienced, could enjoy the game together. With the visual identity, we celebrated creativity, individuality and the power of making your mark. And the tone of voice avoided harsh, competitive language, instead emphasizing positivity, teamwork, and flexibility.

This project included: customer definition, brand strategy, visual identity, tone of voice, messaging, key art, and UI design. Additional projects completed for Lunchbox include: translating brand strategy into creative strategy for in-game visuals, and improving creative operations.