When Electronic Arts (EA) decided to enter the Action Adventure market with Motive—a new gaming studio out of Montreal—they approached Frontier to design a brand that could capture their vision. The Action Adventure genre pushes boundaries around what the future of video games can be. At the heart of these games is a complexity and mystery that invites users not only to complete levels or tasks, but also to think and explore beyond the obvious. Working closely with founder Jade Raymond, we started by defining the design strategy for the visual identity by speaking with key voices involved in the new company. Once established, our strategy became the foundation for our design approach that captured the spirit of mystery and adventure by focusing on codes and symbols, creating a cryptic tone that disseminates throughout the brand in a variety of ways. The most versatile element we designed was a custom typeface called Motive Code, which makes up the wordmark, background patterns, and can also be used as a working font for the Motive team as the voice of the brand evolves.