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  • Mottos And Mission Statements: 4 Steps To Branding Your Studio

    - Jamin Smith
  • Recently I've put a lot of thought into how I want my studio to be perceived by others. I've asked myself: What are the attributes that make Superstring different to the slew of other indie devs? What values will unite all the games that are born out of my studio? What does Superstring stand for?

    I can almost hear the gags and wretches - this subject matter unavoidably gets into quite guffy, saccharine territory. It sounds like a load of bollocks, doesn't it? Not long ago I would have agreed and written anything like this off as pretentious busy-work - a fat waste of time.

    In retrospect, that thinking was naïve. I've come to realise how important this positioning work can be in the long run; it's a vital step that a lot of smaller developers and studios are overlooking.

    Taking the time to properly position your studio/company will cement your creative vision - it will give the games that slowly fill your catalogue consistency and a stamp that is undeniably yours. It will help you hire likeminded folk, and - most importantly - it will allow you to shape what the masses think when they see your studio interacting in the wild. This work is easy to rush and difficult to nail, but it's not expensive. Anybody can do this work. Everybody should do this work.   

    I want to say up front, by the way: I am by no means an expert in the world of indie development - Superstring is still a very young studio, and yet to release its first game (Headspun is out later this summer, releasing on PlayStation 4, Xbox One, Nintendo Switch, PC and Mac). I have A LOT to learn about development. I have, however, worked in the games industry for over a decade, with the past four years in a global brand role at an AAA publisher. Recently, I've been trying to leverage some of that big-publisher-thinking on a smaller scale.

    Today I want to share that work here.   

    In this first entry in the Superstring Journal (get updates here!) - a new monthly blog exploring various aspects of indie dev life - I wanted to walk through the four steps I've taken with Superstring in terms of building a brand for the studio. I'm not claiming Superstring is the best example of any of these steps, merely an example.

    Note: in an ideal world, the below would be worked up alongside the birth of your studio. It should influence the name you choose, the icon you design, the language you use when communicating with the world. I'd imagine lots of people skip over all this and just get cracking developing their dream game - I know I did. Much of the below can be figured out at a later date, however - it just needs a step back, and some dedicated time to figure a few things out.

    Ok, here we go!


    This should be an easy place to start, but wrapping language around the aims of your studio/business is surprisingly tricky. "Because I want to" doesn't cut it, sadly.

    Your mission statement isn't a slogan. It doesn't need to be catchy or clever. It just needs to lay out what you're trying to achieve. If you're a tech company it will simply outline the solution that your product offers to a problem. As game developers, our mission statements are more likely to be rooted in the experience we're looking to give to our players.  

    Some examples:

    Supergiant Games "We want to make games that spark your imagination like the games you played as a kid."

    Dropbox: "to unleash the world's creative energy by designing a more enlightened way of working."

    Blizzard: "Dedicated to creating the most epic entertainment experiences...ever."

    Doublefine: "committed to making high-quality games with an emphasis on originality, story, characters, and fun​"

    Giant Sparrow: "[to create] surreal experiences people have never had before. Our dream is to make the world a stranger, more interesting place."

    Superstring: "To bring narrative to unlikely places through genre hybrids and experimentation."

    Try not to skip this step, as it segues directly into the second.


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