Elevating Sega’s Game
Mires unveils high-energy packaging for Sega Dreamcast
San Diego, CA, September 10, 2001—Delivering a strong dose of in-your-face design, Mires, one of the West’s fastest growing brand
consulting and strategic design firms, recently created packaging for the new Sega Dreamcast™ Sports Pack 2K1 bundle. The design for
Sega® of America’s fourth bundled product—pairing the Dreamcast video game console and three of its hit sports games: “Sega Sports™
NFL 2K1,” “Sega Sports™ NBA 2K1” and “Sega Sports™ World Series® Baseball 2K1”—is a striking extension of Mires’ original packaging
solution and boldly complements the firm’s first three bundled packaging solutions for Sega. Mires once again follows through with a
hard-hitting concept that highlights the software now included with every product.
“The design solution is more evocative of what’s inside. The players in the games take over the packaging and sell the product,” said
John Ball, principal of Mires. “The packaging exemplifies the bundle’s great value.”
The Sega heritage dates back to the days of early arcade games, and has earned the company its reputation as a video game leader.
Mires’ history with the company began two years ago, with the redesign of the first Dreamcast package. For the latest bundle solution,
Mires built on its original Dreamcast packaging—as well as its subsequent bundled packaging—to create a unified look for the series.
Strong color usage differentiates the new sports bundle from previous products.
“Sega was looking for a fresh new design that could make our bundled product stand out at retail as well as prominently display our marquee
athletes in a creative way,” said Robert Schonfisch, director of creative services at Sega of America. “Mires created a compelling
solution for us that not only gives us shelf presence, but also speaks directly to our sports gaming fans.”
“Sega’s roots in the industry tell a powerful story. We wanted to capture the energy and excitement of the brand’s messaging on the
package,” adds Ball. “The story is that you’re not just playing a game—you are a player in the game.”
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and implementing fully integrated marketing campaigns encompassing positioning, identity development, messaging, advertising and print, packaging, tradeshow environment and Web design. For more information about MiresBall, visit www.miresball.com.
About Sega
Sega of America is the American arm of Tokyo, Japan-based Sega Corporation, responsible
for the development, marketing and distribution of Sega video game systems and video games in the Americas. Sega Corporation
is a nearly $2.5 billion company recognized as the industry leader in interactive digital entertainment media, offering
interactive entertainment experiences both inside and outside the home. For more information about Sega, visit
www.sega.com.
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