Nintendo
Global Brand System
Building a unified visual world for Nintendo's global software campaigns.
Nintendo's software campaigns were each individually strong, but across platforms, seasons, and titles, the visual language had started to fragment. As the portfolio scaled, inconsistency slowed production and diluted brand presence.
I led the development of a flexible visual framework to unify campaigns across digital, social, retail, and broadcast globally. Rather than designing title by title, we built a system with shared structure, scalable components, and visual principles that could stretch across a wide range of software while staying unmistakably Nintendo.
The result was faster execution across teams, stronger consistency at every touchpoint, and a brand presence that could scale with the portfolio.
Client: Nintendo
Agency: Deutsch
Role: Visual Direction, System Design
Head of Design: Adhemas Batista
Design Director: Erin Burrell
Associate Design Director: Ayla Kim