OREILLY
Menu
Apex Legends Product Guide
Apex Legends Product Guide
Apex Legends Product Guide
Company
Company
Tangent Agency
Tangent Agency
Client
Client
Retail Monster
Retail Monster
Respawn Entertainment
Respawn Entertainment
Role
Role
Senior Art Director
Senior Art Director
Context
Context
The Tangent Agency partnered with Retail Monster and Respawn Entertainment to develop a Licensed Product Style Guide for Apex Legends, defining how the brand could translate into premium packaging and apparel for retailers and high-end collectors.
The Tangent Agency partnered with Retail Monster and Respawn Entertainment to develop a Licensed Product Style Guide for Apex Legends, defining how the brand could translate into premium packaging and apparel for retailers and high-end collectors.
Problem
Problem
Apex Legends had strong brand recognition but the merchandise hadn't caught up. The packaging and product presentation needed to match the expectations of premium collectors and pass muster with licensors who had seen every generic gaming merch pitch before.
Apex Legends had strong brand recognition but the merchandise hadn't caught up. The packaging and product presentation needed to match the expectations of premium collectors and pass muster with licensors who had seen every generic gaming merch pitch before.
Process
Process
I looked to the top end of collectible culture—Sideshow, Weta, Hot Toys—brands where presentation and craftsmanship are the product. Led creative direction for packaging concepts and apparel explorations, producing detailed 3D mockups in Modo and refined treatments in Photoshop.
I looked to the top end of collectible culture—Sideshow, Weta, Hot Toys—brands where presentation and craftsmanship are the product. Led creative direction for packaging concepts and apparel explorations, producing detailed 3D mockups in Modo and refined treatments in Photoshop.
Impact
Impact
The concepts set the tone for the full licensing guide and gave licensors a clear, compelling vision of what Apex Legends could look like as premium physical goods—elevating the brand's perceived value beyond what existing merch had achieved.
The concepts set the tone for the full licensing guide and gave licensors a clear, compelling vision of what Apex Legends could look like as premium physical goods—elevating the brand's perceived value beyond what existing merch had achieved.
Tools
Tools
Photoshop, Illustrator, Modo
Photoshop, Illustrator, Modo
Impact
The concepts set the tone for the full licensing guide and gave licensors a clear, compelling vision of what Apex Legends could look like as premium physical goods—elevating the brand's perceived value beyond what existing merch had achieved.
Gaming
Gaming
Experiential, Packaging & Environmental Design
Experiential, Packaging & Environmental Design
Credits
Credits
Art Direction, Production
Art Direction, Production
Robert Sherwood
Robert Sherwood
Designer
Designer
Rebecca Laskey
Rebecca Laskey
Apex had the brand recognition. The merchandise needed to catch up.
Apex had the brand recognition. The merchandise needed to catch up.
