The Japanese company chose Sheffield-based creative agency Uber to create the image for its new third-person action shooter, The Club.

Uber was given the target of creating a new brand style that would sit alongside classic designs for games such as Grand Theft Auto, the cartoon strip cover imagery for which became a major influence on packaging design.

"We're proud to have been chosen by Sega to create the defining image to promote The Club," said Uber director Richard Benjamin.

What do you think? Post your comments below.

"We know Sega use various creative resources due to the sheer amount of titles they have, but the fact that they came to Uber with The Club is a testament to our reputation in the gaming industry.

"We took half a dozen ideas along to the pitch and the image you see on all the game packaging, as well as in the press and fly-poster advertising, is the one we all agreed summed up the feel, look and energy of the game. We have achieved what we set out to do – create a distinctive image with potential cult status, an iconic design to launch an iconic game."

Uber's previous games successes include work on titles Mortal Kombat, Lord of the Rings online and Call of Duty.'

The Club, by Sega and Bizarre creations, is released on February 8 for the PS3, Xbox360 and PC.

READ MORE
LETTERS: Buses special.
Back to main news index.