In 2024, we recognized a growing hunger from players for authentic representation during Ramadan. To meet that need, we developed a fully fledged seasonal brand kit tailored for each title. The creative direction was inspired by the essence of Ramadan itself—from dusk till dawn—capturing both the energy of midnight gatherings and the calm renewal of dawn.
The challenge was to balance this cultural theme with the ongoing in-game seasons and acts. By weaving both together, we created a unified branding style that felt locally authentic yet globally aligned. The result was a set of adaptable assets that resonated with players across the region, gave each title its own Ramadan identity, and elevated the sense of celebration throughout the season.
2024 and 2025