Battlefield Hardline (EA)
Electronic Arts’ previous Battlefield games focused on military warfare, and the company was looking to differentiate their new video game from the military space, without alienating the existing Battlefield audience. The name for EA’s game needed to create novel perceptions regarding the Battlefield experience and be broad enough to represent not merely a game, but rather a brand with potential sequels and new experiences.
In order to create a climate for a new idea within the context of the Battlefield brand, Lexicon developed the name Battlefield Hardline. Hardline, a single word solution, stimulated the audience’s imagination and proved to be both a flexible and memorable solution for a game focused on crime.