In this session...
Most rebrands die in the handoff. Stunning decks get approved — then fall apart in the wild. Logos stretch. Color palettes clash. Partners freestyle. Fans improvise. The brand world breaks. But what if your brand was built to scale from day one? If you've ever watched your brand guidelines collapse on contact with reality, this session is for you. Learn how brand worldbuilding can power more than marketing, but how it can build fandom, fuel culture, and future-proof your product. This panel illustrates these principles by demonstrating how Ubisoft and global brand agency Wolff Olins turned gaming title Anno 117: Pax Romana into a living, breathing world; across fan kits, collector’s editions, cookbooks, vinyl records, and beyond. Explore and design modular brand systems that empower not just marketers, but players, creators, vendors, and fans to expand the brand… without breaking it.
What You'll Learn from This Session...
- Signifiers that turn fans into ambassadors: We’ll discuss the Anno “A” and how the icon brought a community together – creating shareability for the brand.
- Modular brand frameworks that solidify core identity: We’ll discuss how you built a downloadable system for instructions and assets to live in the same place, but also the tools needed to do this: patterns, symbols, masterbrand, product colors, graphic fr
- More can be better—when it’s structured to invite creativity, not chaos: Brand guardianship isn’t about policing — it’s about care, clarity, and creative empowerment.Be willing to take all the fights; be willing to speak up on the smallest asset and say “
