Sega
Creating Differentiation with Visual Impact

The Challenge: In response to an increasingly competitive marketplace, Sega teamed with MiresBall to reinvent its Dreamcast™ packaging. The mandate: Make it hit hard.

The Solution: First, we honed in on Dreamcast’s core competitive advantage: a built-in modem that enabled Internet-based head-to-head gaming. We then looked to Sega’s roots for inspiration. Delivering a strong dose of the brand’s unmistakably edgy, aggressive personality, new packaging left competitors looking pale by comparison. When Sega made the strategic decision to refocus its business around software, MiresBall repackaged the bundled products with striking extensions of the original design.

The Result: The Dreamcast system sailed off the shelf, and Sega successfully moved into the next stage of its existence.