OREILLY
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Overview
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.
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.
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.
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.
Credits