UNCHARTED™ Legacy of Thieves | Naughty Dog™ / Sony Interactive Entertainment | 2022
sIC PaRVIS mAGNA
When the studio made the decision to port UNCHARTED 4: A Thief’s End and UNCHARTED: The Lost Legacy to the PS5, our branding and marketing goal was to infuse the franchise with a fresh perspective while merging both games into a unified offering. This branding challenge encompassed the creation of new names, exploration of color schemes, departure from established branding, and the development of entirely new treatments.
PS5 Remaster 2022 - Cover and Marque Image
As one of my first responsibilities as a creative director, the main challenges and marketing goals in designing the marque imagery for the new collection were to elevate Chloe, the female protagonist of The Lost Legacy and a cherished character in the series, to the same level as the male protagonist, Nathan Drake. Nathan, with four games in the mainline series, remains a massive fan-favorite character to this day. I aimed to bring Chloe up to par as she is equally flawed, charismatic, and adventurous as her counterpart.
Marketing Material
Acting Art and Creative Director plus Lead Designer for Naughty Dog’s Marcom team, collaborating closely with stakeholders and Sony Interactive Entertainment's (SIE) marketing, legal, and producer teams to create marketing materials for global use for UNCHARTED: Legacy of Thieves Collection.
PS5 | PC
Now overseeing all the creative for the new installment of the UNCHARTED series, I approached the project by honoring the extensive series history. I incorporated familiar elements, like the neutral tones and distressed grim, while infusing fresh design elements to refine the look and feel, aiming for greater accessibility and appeal, especially to those experiencing the game for the first time.
One of the new design elements, I incorporated topographic distressed texturing for backgrounds and information containers. Additionally, I infused a tropical aged teal blue to evoke a sense of travel and adventure, resonating with the globe-trotting adventurers.
This combination allowed marketing teams to effectively emphasize crucial information for consumers, such as PS4 to PS5 upgrades, without overshadowing or cluttering the marque imagery.
Art and Creative Director: Joshua Bradley Artist: Jake Kontou Graphic Design: Joshua Bradley Animation: Joshua Bradley Trailer Editor: Yvan Galermo EUFA Agency: adam&eve
Among the various marketing projects, one standout initiative was the PlayStation sponsorship of the Union of European Football Associations (UEFA).
As part of their annual association sponsorship, UNCHARTED became a featured franchise in upcoming commercials and ad spots during Premier League games.
I collaborated with SIE’s agency adam&eve to pitch a concept featuring Nathan climbing to the top of the stadium to secure 'The Best Seat in the House' for the game. This concept cleverly highlighted the game's grapple hook feature and Nathan's adventurous spirit. Simultaneously, it showcased the fervor of European football by portraying a packed stadium. The spot was selected and became a primary cutdown, serving as a key showcase for the sponsorship in the 2021 season.
Partnerships and Product Development
After the successful launch of The Last of Us Part II, my role in Brand and Marketing expanded further. I took on the comprehensive development of brand partnerships and products for the UNCHARTED franchise, serving as the lead creative and primary contact for our partners.
A significant collaboration emerged with Epic Games’ Fortnite, integrating stylized versions of Nathan and Chloe to support the marketing campaign for the new UNCHARTED Movie.
Furthermore, for the first time in the franchise, we ventured into creating premium collector statues, offering a unique collectible experience. In another lighthearted partnership, we teamed up with XDEV and Sumo Digital to introduce Sackboy versions of Chloe and Nathan into their game—a perfect fit for family-friendly adventures.
Statue Vendor: Prime1Studio Fortnite: Epic Games Sackboy: SIE/Sumo Digital