SLEEPING DOGS - Branding and Launch Campaign

•

SLEEPING DOGS is an open-world, action-adventure set in the gritty Triad-corrupted streets of Hong Kong launched on August 14th 2012, by Square Enix (producers of Final Fantasy, Hitman and Just Cause).

Not only were we responsible for producing a 360 global launch campaign including Television, Print and Digital executions but also for giving Sleeping Dogs its name and creating the visual identity of the brand, including box art illustration by world-renowned poster artist Tyler Stout.

Branding a video game - Naming and Visual Identity

Prior to being acquired by Square Enix, the game was being developed by Activision under the title True Crime Hong Kong. As the game was never intended to be the third game in the True Crime franchise, Square Enix acquired only the game itself and not the IP. This left Square Enix in need of both a new name and visual identity... that`s where we came in.