What is Key Art System?
Key art is the hero image for your title, and the system is everything that has to come from it: the crops for every store tile, the versions with and without logo, the character cuts, the social sizes and the rules for how it all behaves. Platforms crop you differently and none of them ask first. We build the art to survive that, then document the system so year two of marketing still looks like year one.
Key Art System sits under Branding, drawing on Brand Design and Governance.
Who needs Key Art System?
You have a title heading toward announcement and a folder of concept art that is not quite a marketing image. Or you have key art that works in one place and gets rebuilt by hand for every new platform and campaign. Key art is the single asset that appears in the most places, so the system around it saves more time than the art itself.
Often paired with
Steam Page & Capsule Art
Capsule art, screenshots and page layout that read at every size Steam shrinks you to.
View application →Announcement / Reveal Trailer
The first look, built to hook in six seconds and survive being clipped into someone else's video.
View application →Press Kit / EPK
One link with all the assets, copy and art that press and creators need to cover you.
View application →