DropMix was developed by a group of extremely passionate people from two companies - Harmonix and Hasbro. It's unlike any other game ever produced, which means it presented a unique challenge - how to easily communicate a totally new idea and identity to consumers. In order to develop a brand personality and communication strategy for DropMix, I got the Harmonix and Hasbro teams together at the Squantum Club for a lively, daylong workshop. The brand personality pitch below is the result of that work.
