Alan Wake received a face lift and modern brand to go with its updated graphics and gameplay.

The game’s cutscenes, quirky cast of characters, and majestic Pacific Northwest vistas were enhanced for a visual impact that matches its unnerving atmosphere.

To keep the energy going, they also wanted to tease the long awaited and much anticipated sequel, Alan Wake II.

After much exploration, the branding was updated to use a more modern, condensed typeface, adding ripple and distortion effects present in Alan Wake II to add more mystery and intrigue.

Games in this category are all over the place and the genre itself is ill defined. In order not to add ourselves to the confusion, we positioned ourselves in the Psychological Horror genre, truly leaning into what makes Alan Wake II special, by relying on unease and terror over jump scares.

Our team was tasked with initial concepting and campaign development to launch Alan Wake II. It involved broadcast, branding, experiential, typography, social, and digital work, connecting the worlds of Alan Wake I/Remastered to Alan Wake II. This is all to be revealed over the course of the Alan Wake Remastered release in October 2021 to the release of Alan Wake II in October of 2023.