01 | Project Overview

Senior Brand Designer

My Role

Creative Director

Garrett Morlan

Agency

Kurppa Hosk

B2C

Model

From the creators of Halo and Destiny

With an intentionally distinct visual language, the goal was to create a world that felt original, recognizable, and unlike anything else in the industry. Every element of the brand was designed to support that vision, allowing the art direction, graphic systems, and world-building to speak for themselves and become a defining part of Marathon's identity.

The Challenge & Objective: Make the campaign feel as though the advertising exists directly within the world of Marathon.


The Strategic Idea: Inspired by luxury fashion advertising, I treated the Runners behind their shells as aspirational objects of status and desire.


Bringing It to Life: I pushed the brand identity toward the visual language of high-fashion catalogs, using graphic design as a core storytelling tool.


The Results: The game launched successfully, with its distinctive world-building and art direction becoming a major point of conversation.

02 | Brand Strategy

Luxury, built into the world

Marathon’s visual identity was developed to feel like a premium product of its world. Campaigns were art directed with the same intentionality found in high-fashion brands, treating skins, equipment, and products as coveted objects of desire.

My Contribution:

  • Shaped the direction for brand marketing assets

  • Assisted with identity design systems

  • Designed social and digital advertising

  • Established a cohesive visual language across marketing and world-building materials

03 | Brand Identity

A cyber-simplified design language with neon

I treated Marathon's weapons, charms, and runners as real-world products rather than traditional game assets. By borrowing from luxury e-commerce and fashion campaigns, I created product-focused compositions, editorial product shots, and model poses that made the game's objects feel desirable, tangible, and commercially real—reinforcing the idea that the brand could exist beyond the game itself.

My Contribution:

  • Created product-focused compositions

  • Assisted with Runner posing

  • Editorial product shots

04 | Visual Identity

A ship called: Marathon

I developed the localized Marathon logos and established precise usage guidelines for how the identity should be applied across different markets and formats. This included logo placement, sizing, spacing, and consistent application across every brand touchpoint.

My Contribution:

  • Created localized logos

  • Usage Guidelines

  • Selected Typography for LOC

05 | Outcome

“!#%$ YOU, I HAD A GOOD TIME.”

— theburntpeanut

The campaign launched alongside strong early engagement and popularity with streamers. Marathon reaching 1.2M copies sold, 478K daily active users during its opening weekend, and more than 100K concurrent players across all platforms. The game's distinctive visual identity and world-building also became a major part of the conversation surrounding its launch.

At Launch:

  • 1.2M Copies Sold

  • 478K Daily Active Users

  • 100K Concurrent Players