KRAFTON / PUBG STUDIOS

PUBG
GLOBAL REBRAND

Building a global identity system for the next era of PUBG.

Rebuilding
a global brand for
its next era

PUBG had become one of the most recognizable games in the world, but the brand system had grown fragmented across regions, platforms and campaigns. I led the development of a new global visual identity designed to create consistency without losing the raw, utilitarian character that made PUBG recognizable in the first place.

CREATIVE DIRECTION · ART DIRECTION · VISUAL IDENTITY · GLOBAL BRAND SYSTEMS

CLIENT
KRAFTON / PUBG
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ROLE
Sr. Global Art Director (Publishing)
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YEAR
2021
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TYPE
Global Rebrand / Brand System
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SCOPE
Visual Identity · Global Design System ·
Campaign Framework · Brand Rollout

BUILDING THE
BRAND SYSTEM

THE CHALLENGE
PUBG had grown into a globally recognized property, but years of regional campaigns, platform launches and inconsistent brand usage had left the identity fragmented. Internally, teams lacked a clear system for how the brand should look and behave. Externally, inconsistent logos, visual language and campaign executions made it harder to build one recognizable PUBG brand.

At the same time, PUBG was expanding beyond a single title. The identity needed to evolve into a durable franchise system that could support existing products, future experiences and global marketing without requiring the brand to be reinvented for every launch.

The goal was not simply to modernize the look. It was to create a clear, scalable masterbrand that could unify the franchise while retaining the raw, utilitarian character audiences already associated with PUBG.