Empires & Puzzles is the original and most popular match-3 RPG on mobile, but after a hard decade spent battling endless waves of imitators the game was looking worn out. With competitors sporting fresher art, shinier game engines and newer gimmicks, Zynga & Small Giant Games turned to Waste Creative to freshen up their art style, whilst I was brought aboard to tackle all things brand ahead of the launch of their new expansion. In a market driven by generic character artwork and imitative misdirection, our strategy became one of bold, brand ownership. We pushed Empires & Puzzles into an engaging purple system - designed to create an instantly recognisable touchpoint in the cluttered mobile gaming space. As part of this system I designed a cleaner, more device friendly logo. One that was built to act as a masthead for the current game, flex to sit as a parent brand for future spinoff titles and create a simpler platform for upcoming partnerships with WWE and more.