Blockparty

WHERE FRIENDS GO FOR LIVE GAMING.

Blockparty was created to replace the Nexon.net game portal, and to be the consumer-facing brand for Nexon Publishing in North America. Not only would it be a brand personality makeover, the new portal would consolidate existing features, add new functionality, make it much eaiser for users to know what’s going on with their games and allow them to more seamlessly connect with new and existing friends. In short, it took the core functions of Nexon.net and added a suite of robust social networking elements wrapped in a persona more friendly to the North American gaming market. Key to this brand makeover was doing it without losing the approachable and friendly character of the country where their core games were created, South Korea. The creatures that drive the personality of the brand are affectionately know as Blockheads, and they function primarily as the hosts of the site, but they also live beyond the web in other branded collateral even making the transition to live mascots for Trade Shows and other events. 

For this project I proctored a full brand discovery process and authored the Brand Platform. I then took that foundation and developed the overall graphic language, palette, custom font, all logos and consulted on the development of the application to the website. I also had the good fortune to bring a very talented former colleague, Kyle McQueen, on board to develop the blockhead character design, and then bring them to life through animation. This creative collaboration was an integral part of developing and then presenting the brand character in a very tangible way.

(2010. Work created at Nexon. Character design & animation and video direction by Kyle McQueen. Video edited by Aaron White.)