Visual Identity + Launch
South of Midnight
A brand and launch strategy to make Southern Gothic accessible for Gen Z gamers.
The brief
Define the audience for the South of Midnight launch, then develop a VIS ID system and creative platform to resonate with them.
The solution
I developed the brand strategy, target personas, and tagline that would appeal to literate Gen Z gamers, reaching deep into Southern Gothic lore and making it accessible for a modern social media audience.
The result
South of Midnight launched as a new, obscure IP yet Gen Z players showed up excited. The game had more than a million players in its first three weeks, a top-10 spot on Xbox in the US, and 93% positive on Steam. We won a Clio for our work, and the game won BAFTA’s New IP award, The Game Awards’ Games for Impact, and Game of the Year at the Canadian Game Awards.
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