Cody Garcia

BlizzCon 2026

A new visual and motion language for the world’s most iconic gaming event, reimagined for its next era.

Thinkingbox

Branding

2025

Project Description

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I had the incredible opportunity to help refresh the BlizzCon brand identity, from building out the visual system and applications to designing a custom display typeface. Huge props to my team at Thinkingbox and our partners at Blizzard Entertainment for bringing this to life.

Building the Foundation

We built a comprehensive toolkit—color, typography, logo usage, key art, and motion behavior—around a single idea: The next chapter is about to be written. From regional localization to broadcast graphics, the system was designed to adapt effortlessly while maintaining brand integrity. The toolkit empowers Blizzard’s teams and partners across the globe to make their mark on the story.

Defining the Motion Language

The motion system was crafted as a living extension of the brand: dynamic, cinematic, and built to evolve. It tells a story with all the energy and fire of modern gaming culture—like Blizzard always has and always will. Transitions, textures, and pacing capture the excitement that races through the halls of BlizzCon. It was designed to get the fans hyped, get them thinking: What’s next?

The answer: Trailers. Digital content. Life-changing live experiences. All evolving out of our unique toolkit.

The motion system was crafted as a living extension of the brand: dynamic, cinematic, and built to evolve. It tells a story with all the energy and fire of modern gaming culture—like Blizzard always has and always will. Transitions, textures, and pacing capture the excitement that races through the halls of BlizzCon. It was designed to get the fans hyped, get them thinking: What’s next?

The answer: Trailers. Digital content. Life-changing live experiences. All evolving out of our unique toolkit.

Crafting a Signature Typeface

At the core of the new BlizzCon identity was the creation of Blizz Display, a custom typeface designed to give the event a bold and unmistakable voice. The challenge was to create something uniquely Blizzard: a typeface powerful enough for the world’s biggest gaming stage, while flexible enough to represent the countless universes and franchises within the Blizzard world.

Crafted as a headline-first display face, Blizz Display was designed for cinematic scale, from broadcast graphics and social content to digital experiences and live event moments.