Nintendo
visual identity system
As Nintendo’s software campaigns expanded across platforms and seasons, the visual language began to lose cohesion. Individual campaigns worked well, but together they felt fragmented. The challenge wasn’t recognition, but clarity across an increasingly complex ecosystem.
The opportunity was to move beyond campaign-by-campaign design and build a unified visual identity system that could scale.
Instead of creating isolated looks, the focus shifted toward a flexible framework that could support a wide range of software titles while remaining distinctly Nintendo, across both static and motion.
This work focused on building a visual identity system that could scale across Nintendo’s software ecosystem. By priortizing structure and flexibility, the system aligned campaigns across digital, social, and broadcast environments while supporting faster production and clearer brand expression.