Brand Strategist, Dead Space 

Developed and Executed Brand Strategy for a Legacy brand re-launch

Challenge
Convincing passionate fans of a cult classic horror remake that it honors the original, while also broadening its audience to meet business goals, appealing also to "Horro.

Convincing a nostalgic, passionate fan-base of a cult classic horror game that the remake will do the game justice, while expanding our audience and positioning the IP as a game for horror non-rejectors as well (Horror non-rejectors are gamers who might be open to horror entertainment, b

Insight
Mystery is a core part of of horror entertainment, what if we center our campaign on eerie anticipation/tension, instead of gore?

Strategy
Conducted a teardown of Horror entertainment across both gaming and movie/tv Core audiences need the product to work, new audiences need the branding to do the lifting. We created a campaign that over-indexed into the mystery and thrilling tension of the title, instead of gory horror, without fully isolating the core identity of the game. "Horror is better with Mystery".

Scope of work
Executed Market teardown, competitive analysis
Crafted Brand Positioning,
Presented to Client (Studio) & EA execs