Apex Legends
A dynamic content engine for rapid-fire refreshes.
A frontrunner in the battle-royale gaming space with over 130 million players worldwide, Apex Legends was expanding their series to a mobile-first audience—an entire new gaming experience built from the ground up. We partnered with Electronic Arts and Respawn Entertainment to create a mobile-first identity system that not only captured the dynamic speed, vivid color, and category innovation of Apex Legends Mobile, but one that was engineered to change. With seasonal refreshes occurring at an accelerated pace, we designed the identity system to meet these demands. Right from the start, we ensured the system had the ability to evolve and take on a fresh new character every six weeks. With this flexible system of constants and variables in place, we stretched the system in ways to tell stories of high-flying adventure, death and rebirth, and even a bass-filled rave. A perfect system for our perpetually-online generation of gamers.
Brand Strategy
Visual Language
Content Creation
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The core system designed for world-wide launch was just the beginning. It served as the jumping off point for an approach that was designed for constant evolution.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
The brand system for Apex Legends Mobile was designed to be faster, brighter, and and more vivid than its console counterpart. It also needed to adapt to the locations and needs of our always-on-the-go mobile-first audience.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
Each seasonal refresh introduced an entire reskin of the system. Alongside new Legends being featured, new icons, social avatars, and logos were designed to further tell the story of the season.
