Worldbuilding That Scales

Most rebrands die in the handoff. Stunning decks get approved — then fall apart in the wild. Logos stretch. Color palettes clash. Partners freestyle. Fans improvise. The brand world breaks. But what if your brand was built to scale from day one? If you’ve ever watched your brand guidelines collapse on contact with reality, this session is for you. Learn how brand worldbuilding can power more than marketing, but how it can build fandom, fuel culture, and future-proof your product. This panel illustrates these principles by demonstrating how Ubisoft and global brand agency Wolff Olins turned gaming title Anno 117: Pax Romana into a living, breathing world; across fan kits, collector’s editions, cookbooks, vinyl records, and beyond. Explore and design modular brand systems that empower not just marketers, but players, creators, vendors, and fans to expand the brand… without breaking it.