A major part of the atmosphere of the world of Alan Wake is the visual identity built through brands, ranging from everything you would find in the small towns of American Midwest, to the movie-like depiction of New York City.
"Branding means storytelling and world-building: how a single glance can tell you everything, past and present of the world."
"All the art assets were created not just with heart but reason as well to create a sense of belonging in the game's world. From typography and copywriting to history and materials, everything is considered."
"We believe it's about cost-effectiveness as well: getting the greatest impact from your investment, both right away and in the future. The process is very scalable and we don't complicate things when simplicity is needed."
