New character driven identity for expanding independent games studio Radical Forge

Skateboarding raccoon embraces irreverent company culture while bucking a trend for the games industry

Meet 'Flip' – the raccoon at the heart of a different style of rebrand completed by Manchester studio Flow. The skateboarding mammal was created to represent Radical Forge's unique company culture, anarchic punk influence and creative approach.

An independent games studio that is growing rapidly off the back of fun games such as weird and wacky farming sim 'Southfield', Radical Forge wanted the new brand identity to intersect art, culture, games, and music.

As well as Flip, Flow created a whole new kit of parts, including a new logo, website, a bespoke type mark, an updated digital-first colour palette and comprehensive brand guidelines. It will be used across multiple windows, devices and platforms, including Radical Forge's range of exclusive merchandise, such as skateboards and hoodies.

The brief required Flow to stay true to their origins as an independent free-thinking studio while bringing uniformity and alignment to their communications.

Karl Doran, Flow's CEO, says: "The new brand introduces a fresh look that better aligns with Radical Forge's irreverent attitude and unconventional culture. With regular team skating sessions and group outings to Slam Dunk Festival, we needed to celebrate their unique-ness while strengthening their identity and highlighting their expertise."

"Flip embodies the studio's multifaceted personality, merging a sense of humour and love for mosh pits with northern warmth and friendliness while being cheeky and cool. Why a raccoon? Why not?! They have a lot of personality, are funny, full of character and very distinctive."

Founded in 2017 by Technical Artist Bruce Slater and Unity Engineer Freddie Babord, Middlesbrough-based Radical Forge has rapidly evolved into a powerhouse team of over 60 individuals. Last month saw the release of their latest original IP, Southfield, to critical acclaim and recognition in gaming media.

Bruce Slater, Radical Forge CEO and creative director, says: "We had a wild time working with Flow on the next evolution of Radical Forge's branding. We knew we had to stick true to who we are, and Flow got that. It's a major challenge to design punk branding for a games studio. This industry often sheds its alternative skin when success comes knocking, but Flow helped us embrace ours and double down."

Flow is a multi-award-winning creative company that has worked with some major organisations, including BBC Children In Need (scooped an MPA Best Animation Award), Greenpeace, WaterAid, WWF and the Mental Health Foundation.


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