Develop an iconic global brand identity for a new IP that is identifiable across all consumer touch points. Establish Destiny as the next “billion-dollar brand” by creating an ownable brand identity that differentiates from both Halo and other shooter titles.

With Destiny, PETROL’s strategic approach was to draw the consumer in with a teaser campaign that announced an invitation to visit a new universe. From there, the campaign branded not only the characters, but more importantly the attitude of what “Becoming Legend” represented. All of the illustrations were created based on in game assets being brought to life through a multi-medium approach. The strategy was capped off by the launch visuals putting the consumer on top of the world they were about to enter.

Both consumers and press gave rave reviews for the campaign launch and the fresh new face it put on both adventure and the studio that is so deeply associated with Halo. The visual identity informed not only the out-of-home campaign, but all of the digital assets used globally as well.