Redesigning the world's largest UGC gaming platform needed a serious player.
With 48 million active players, Roblox is bigger than Pinterest, LinkedIn, Craigslist and Reddit. When Havoc was approached to rebrand Roblox, we found ourselves taking play seriously.
Havoc developed a bold new identity and brand design that worked across multiple consumer touchpoints, clearly communicating Roblox’s unique brand equities while standing out proudly against its competitive set.
To create awareness for the new brand launch, Havoc wrote and produced an anthem film featuring popular Roblox characters, brought to life in vibrant 4k CGI by our production partners at Roger.
Our new identity and anthem film were then folded into a new corporate site design for Roblox, featuring all new content, and a new editorial voice for their beloved blog.
Throughout the site we incorporated custom key art imagery of Roblox characters. The visual quality and humor of these images further reinforced the growing sophistication and maturity of the Roblox brand.
We extended the reach of the new brand by also designing the packaging for their first ever toy launch. The line was distributed across Toys "R" Us stores nationwide, and within 2 weeks became one of their biggest sellers.