One of the most critical parts of the project was working with the Marvel team to establish a brand and visual language for digital experiences. There were little to no existing rules or guidelines other than the logo. So our teams worked together to iterate on a foundational set of guidelines that would allow us to create impactful and consistent experiences. We took inspiration from a Marvel legend and one of the greatest comic creators of all time, Jack Kirby. His use of dynamic line work and bold shapes stood as signposts for everything we designed.
We encountered a major obstacle while designing the multi-verse experience: making it accessible to new fans while still engaging hardcore fans. With complex characters and storylines spread across various media, including TV, movies, games, and comics, there was significant complexity to navigate. To overcome this, we streamlined the experience and created enticing hooks that encouraged fans to explore the depths of the multi-verse. This allowed us to strike a balance between accessibility and depth, making the experience engaging for all fans regardless of their level of familiarity with the IP.
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