Creating a strategy for With Friends, one of Zynga's most successful brands.

In 2012, the “With Friends” franchise continued to expand with four titles on the market, and another two by the end of that year. The team had not yet looked at how to make these titles feel part of a larger brand or studio. These exercises were a first measure to bring Brand consistency across titles.

The work above shows simplified and proportional logo lockups, as well as a new approach to the “With Friends” stand-alone mark. I believed that having this system and a more identifiable mark would help elevate the brand.

This concept for With Friends loading screens was another attempt to create a cohesive quality amongst all titles. While still keeping the unique title's art and aesthetics at the forefront.