Hazelight
From game studio to creative collective, shaped by a bold stroke of creativity
Strategy / Brand system / Digital
As Hazelight Studios, led by creative director Josef Fares, continued to grow, a gap became clear between who they were internally and how they appeared externally. Their previous identity felt too closely tied to a single game title rather than the studio behind it. Yet Hazelight’s true strength lies not only in the games they create, but in the people, the culture, and their fearless way of working. With ambitions to launch a broader range of titles, the studio needed a visual identity that could act as a creative space — a framework where their unique culture could live, breathe, and evolve.
What we did
Brand strategy – We clarified Hazelight’s positioning and ambition, defining the shift from game studio to creative collective. The strategy centred on elevating culture, collaboration, and creative courage as the foundation of the brand, building a platform designed to scale across future titles.
Brand system – We developed an identity rooted in the idea of the creative stroke — a bold, human mark that captures Hazelight Studios’s energy, spontaneity, and instinct to challenge convention. Inspired by the raw gesture of an artist, the stroke becomes a living expression of their culture: imperfect, courageous, and driven by creative conviction.
To reflect Hazelight’s cinematic approach to game-making where players feel as if they are inside a movie, we introduced a strong cinematic layer to the system. Monotype typography, inspired by film scripts, adds a narrative quality to communication, while cinematic photography reinforces the studio’s dramatic, immersive storytelling. Together, these elements ground the brand in Josef Fares’ unique ability to blend gameplay with filmic emotion.
Digital & web – We translated the identity into a refreshed digital presence, aligning Hazelight’s external expression with the ambition, energy, and cinematic storytelling of the studio behind the games.
