Immersed in The Wizarding World

  • Strategic Planning
  • Consumer Insights
  • Visual Identity
  • Design System
  • Style Guide & Toolkit
  • Campaign Creative
  • Campaign Toolkit

Harry Potter: Wizards Unite is the newest augmented reality mobile game developed by Niantic and WB Games. It invites players to experience a world filled with magic. WB Games asked us to create a unified design system, key art, and guidance for the launch campaign.

Calling all wizards!

Our goal was to bring the game’s first-person AR experience to life around the world—from Times Square, to Piccadilly Circus, to the App Store.

We looked at the expectations and behaviors of WB’s target audience in each market, and developed flexible, location-specific key art that invites the players into the magic of the Wizarding World.

Unifying the experience

We helped to connect the dots between an array of global partners by creating a durable, flexible design system that would empower WB Games’ teams to roll out market-specific launches and game updates.

Working collaboratively with key stakeholders at WB Games and Niantic, we defined a conceptual theme that would resonate with fans around the world, while delivering consistent experience across all consumer touch points.

Magic in every detail

Finally, working in iterative sprints, we tested and refined hundreds of assets to maximize App Store conversion for WB's per-registration campaign, and developed a robust go-to-market toolkit that resulted in a successful launch of the game, with over 3 million players worldwide.