Achieving
the Absolutes.
ROLES
[BRAND IDENTITY]
[3D SHOWCASE]
[GAME DESIGN]
YEAR
2024
CLIENT
CLEAN & CATCH
CHALLENGE
Clean & Catch called for building an entire game identity and gameplay concept from zero in just three months - designing not only a visual world, but a game mechanic compelling enough to hold five players in a single chase. The challenge was to translate an environmental message into something that felt fun and competitive first, and educational second, without the identity ever tipping into "preachy" territory.
STRATEGY
The team approached the project as brand-building and game-design in parallel: one Polluter versus four Protectors, an asymmetric 1-vs-4 structure chosen specifically to create tension, sabotage, and teamwork within a single round. Rather than designing a static logo-first identity, the visual language was built to work in motion - a bold, urban, high-energy aesthetic suited to a fast-paced mobile chase across a bustling cityscape, with marketing conceived from day one as a trailer-driven campaign rather than static key art.
EXECUTION
With a tight three-month runway, identity, mechanics, and marketing were developed simultaneously rather than sequentially. Game rules were prototyped and refined around the Polluter-vs-Protectors dynamic - balancing strategy, speed, and reflexes so no single role dominated the pace. The brand identity was extended directly into two trailers, using motion, sound, and pacing to sell the thrill of the chase and introduce the environmental stakes without slowing the energy down.
OUTCOME
Clean & Catch launched with a cohesive identity built to move - from gameplay to trailer to screen - proving that an environmental message could carry real competitive stakes. The final product stands as a fast, teamwork-driven mobile experience where strategy and quick thinking win the day, wrapped in a brand system designed to feel as urgent and alive as the chase itself.
