Bringing Tiny Tina’s Wonderlands to life involved creating an entirely new brand identity. While technically a spin-off from the Borderlands franchise, TTWL needed to be able to hold its own and embrace the chaotic energy of the central character, the inimitable Tiny Tina.
Bold, bright, loud, joyful, and dangerous, TTWL was a fresh and frenetic take on Dungeons & Dragons and other beloved fantasy IPs. Accompanied with the franchise’s first Teen-rating, it also presented an opportunity to reach broader and younger audiences than ever before.
I worked with 2K to develop the look, feel, and strategy of branding and campaign, ensuring we stayed true to Tina throughout. From partnering with Critical Roll to finding the pitch perfect Babymetal song for our gameplay reveal, every decision drove towards building an authentic new brand identity.
Thanks to these efforts and more, TTWL was the fastest-selling new IP from 2K in years. We were also able to reach more new players than ever before, with 30% of all players being new to the Borderlands franchise.
Alternate key art for Tiny Tina’s Wonderlands
By using Baby Metal’s “Gimme Chocolate,” we not only found a delightful soundtrack, but generated broad awareness, garnering coverage and praise from music industry press.