Undead Labs

Brand Strategy & Development | Copywriting | Launch Strategy Consultation

Click to play the Undead Labs rebranding video and learn more about the in-depth process and partnership.

Rebranding a Microsoft-owned gaming studio to leverage the power of its brand in a crowded market.

In the gaming industry, studio brands have untapped power — many studios rely upon their games to passively and retroactively build their brand. Working with a core group that included the studio head, art director, and chief of staff, we set out to rebrand Undead Labs to proactively leverage its brand in ways like no other. The result is a compelling and meaningful brand that reflects Undead Labs’ powerful ambition and deep, thoughtful approach to gaming. This rebrand sets the stage for Undead Labs to unite the company around a shared vision and unlock their potential as an elevated, sophisticated, creative leader in a lane of their own design. The new brand identity was unveiled at the Xbox showcase to over 2 million viewers and received an overwhelmingly positive response.

Agency: 51 Eggs
Role: Director of Brand Strategy