SAW Genesis Brand Identity & Website
Brand identity, key art and website design for the reveal of SAW: Genesis - a new horror multiplayer game from Bloober. Fluid partnered with Bloober to develop the creative strategy, visual identity and website for the reveal of SAW: Genesis, a new asymmetrical multiplayer horror game expanding the iconic SAW universe. Working across brand development, key art and digital experience design, our objective was to build anticipation among horror fans while establishing a distinct identity for the game's original prequel story - a spine chilling original story set before the events of the film.
Fluid’s brand and digital teams were tasked with developing a creative strategy and executions across visual identity, logo treatment, key art, website design and digital marketing assets to bring the game’s bone-chilling vision to life.
Consistent thematically with previous SAW incarnations, yet distinct enough to belong purely to the game, our creative has a simplicity allowing us to retain stark focus on the mechanisms of SAW’s horror, leaving space for the logo to retain it’s chilling impact, and allowing for the introduction of characters. Primitive industrial, mechanical vibe and character costumes reflect the game’s era and unique prequel storyline.
The visual identity system centred around SAW's iconic logo, combining blood-red accents with a raw sepia palette across key art, website design and promotional assets. Primitive mechanical instruments of horror instantly message the twisted tools of Hunter’s torture. Our key art features an unseen central victim, flanked by two figures whose horror is clear, yet teased in a blur suggestive of both intense frenzied pain and psychedelic distortion.
Extended across the website, sepia artefacts smeared with blood tease the game’s universe, providing a balance of information and invitation to join playtests, and explore the game world.
The brand team’s resulting identity established a distinctive visual language for SAW: Genesis while maintaining clear connections to the wider SAW franchise, while our digital team’s website became a central hub for game information, community engagement and playtest registration ahead of launch.
The resulting creative system was deployed across the game's reveal campaign, with Bloober’s announcement trailer surpassing 60,000 views within two weeks, driving early awareness and community engagement across horror and multiplayer gaming audiences.
