2019

Ubisoft
Keys to Learn

Art Direction
Branding
Animation

Keys to Learn is Ubisoft's initiative that advocates for the educational value of video games by showing journalists, educators, and students the positive impacts of games. Ubisoft believes that games can be a powerful tool in education and can affect society and the environment for the better.

My role was to define the artistic direction of the initiative and to develop its branding tools.

"Play" as Identity

Keys to Learn’s identity is built on two core principles: construction and self-expression. Inspired by the visual language of 8-bit video games, the system uses a grid structure composed of abstract, modular symbols. These elements can be combined to evoke the aesthetics of classic games, yet also extend beyond them.

The concept places the ideas of “toy” and “play” at the center, foundational qualities shared by both digital and physical games alike.

Large interactive boards were installed at events to bring this identity to life, inviting participants to create their own compositions using the symbol set. In this way, the audience became active contributors, expressing themselves through the very building blocks of the identity.

An evolutive bunch of keys

Each symbol is based on a common grid, giving the possibility to create new ones while ensuring the consistency of the design. The design can therefore be renewed and evolve over time and events.

Ubisoft Keys to Learn events in London & New York

Event Production:  Eleanor Twilton Ben Youssef & Ivana Mouawad
Video Production: Francois Mouton, Lionel Mariotti & Pierre-Olivier Coiffard
Brand Strategy: Stéphanie Ciabrini & Kevin Occhipinti
Art Direction: Geoffrey Villard
Animation: Geoffrey Villard
Design: Sara Ia-Laurent & Geoffrey Villard