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Denuvo
CREATIVE DIRECTION & BRAND DEVELOPMENT
Art direction within Irdeto
THE CHALLENGE
Developing a distinctive visual identity for Denuvo that feels at home in the gaming industry while maintaining a clear connection to Irdeto. Establishing a consistent approach across digital communications, sales materials and physical experiences.
MY ROLE
Defining Denuvo’s look and feel within Irdeto, developing the visual direction and applying it across collateral, social media, video and exhibitions. Supporting the design team with guidelines and creative feedback, while helping shape how the brand appears at events.
CREATIVE DIRECTION
Connected to Irdeto. Built for gaming.
When I began working on Denuvo, the visual identity was largely defined by its logo and blue brand colours. My starting point was to strengthen its connection to Irdeto while developing a clearer expression for the gaming industry. Introducing Irdeto’s purple created that connection and provided a foundation for a more recognisable visual direction.
Looking at gaming exhibitions and industry communications, I noticed a visual language built around dramatic game worlds, darker environments and vivid lighting. I brought those references into Denuvo’s identity, combining dark backgrounds, purple accents and striking imagery to create a presence that reflects its industry and retains a connection to the wider Irdeto brand.
BRAND EXPRESSION
For developers.
With players in mind.
Denuvo primarily speaks to developers, but its communications also need to reflect the people behind the games. I combined game characters and immersive worlds with imagery of players, bringing together the industry’s creative ambition and the human experience of gaming.
Across advertising, social media, collateral and video, I used this combination to build a consistent visual character. Darker compositions and dramatic imagery establish the gaming context, while clear typography and structured layouts keep the information accessible. The aim is to communicate technical expertise alongside a shared enthusiasm for games.
GUIDELINES & COLLABORATION
A shared direction for the team.
To make the identity usable beyond individual projects, I documented the visual approach through brand guidelines on irdeto.design. These give the team a shared reference for applying Denuvo’s colours, imagery and layout principles across different formats.
I involved the design team as the identity developed, helping them understand both the decisions behind it and how to maintain it. Peer review provides an ongoing quality check, with designers reviewing each other’s work and identifying where adjustments are needed. This supports consistency while allowing the visual direction to evolve.
EVENT DESIGN
Evolving with every event.
Exhibitions bring Denuvo’s identity into a physical space. I develop the stand graphics and contribute to decisions about layout, messaging and the visitor experience, considering how the darker visual direction and purple brand elements work across the stand as a whole.
After each event, I review what worked and what the team needed, then use those observations to inform the next design. This makes the process cumulative: each exhibition becomes an opportunity to improve how the space supports conversations, presents information and expresses the brand.
My involvement has also expanded the creative options available to Denuvo, from custom exhibition graphics and event videos to consistently designed documents for sales conversations. These applications give the team more ways to present its work within a shared visual identity.
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Keystone