Vize’s Adam Colp and James Oddy talk inspiration, design trends – and recent work on SEGA’s Shinobi

How have the past 12 months been for Vize? What have been some highlights?
A major highlight? Collaborating with Hasbro on a range of style guides for Dungeons & Dragons. Each had its own unique personality and, with the new Stranger Things series on the horizon, we’re expecting some serious synergy. Really, though, 2024 was all about games. We built brilliant new partnerships in the gaming world – a space that’s quickly becoming our creative playground!

For example, we helped launch SEGA’s new racing game Sonic Crossworlds, gave Garena’s Free Fire a bold new look, and channelled pure nostalgia with original artwork for the return of Shinobi… One of our all-time favourites.

And as we head into our 10th year as Vize Creative, we’re feeling nothing but grateful. To still be doing what we love, with people we admire, for brands we grew up with… It’s the kind of career we dreamed of starting out. Here’s to the next chapter!

Absolutely – and congratulations on that milestone! You mentioned Shinobi there, a beloved video game series from SEGA. How was that to work on?
We all remember playing it for hours as kids – that’s the power of nostalgia! It brings back that fuzzy, excited feeling that never really goes away. With gaming titles, one of the biggest challenges is working with early assets that aren’t final. Most of the time, we’re creating artwork before the game’s even finished…

It’s crucial that our work captures the core story and stays true to the feel of the key art and early marketing vibes. Then, when updated character designs arrive, we can swap them in without having to reinvent the art direction. And the fun part? Diving into all the rich game art and translating it into a licensing program – all while keeping that classic ninja, old-school arcade energy running through everything we create.

Do you find projects inform each other?
Absolutely! Every art direction we take is unique to the brand – because each one tells a different story. While we might spot trends or visual ideas that spark something across projects, the heart of the creative always comes from the brand itself. We keep all our trend boards, and sometimes we’ll notice a style or treatment that could work beautifully for another client – with a twist, of course!

We’re also constantly bouncing ideas around, and inspiration comes from everywhere: artists we follow on Instagram, exhibitions, street art, fashion, pop culture… You name it. We often get feedback that our folio shows a real mix of art styles – and that’s something we’re proud of. We don’t have a fixed in-house look because we believe every brand deserves its own visual identity. It’s about recognising creative patterns, not repeating them. Each project should feel like its own world.

Are there any current design trends that you’ve found interesting, inspiring or applicable to the licensing industry?
With all the AI chatter – you can’t escape it! – and innovations like robots, autonomous vehicles and VR, it’s easy to drift into Matrix and Terminator-style dystopian thoughts. One massive trend making a comeback is retro-futurism and pixelation. We’re starting to see new games with an old-school Nineties arcade aesthetic and we think that style will cross over into a variety of licensed brands. It’s that cool mix of nostalgia and future tech that really catches attention.

“One massive trend making a comeback is retro-futurism and pixelation.”

What are some of your key aims for Vize moving into the rest of 2025 and beyond?
Our focus for the rest of 2025 and beyond is on bringing in more gaming clients as we continue to scale and diversify our creative capabilities. Gaming brands have made incredible strides in how they engage their fanbases – just look at what Mojang has done with Minecraft. From the movie to expansive brand extensions, it’s a masterclass in immersive world-building.

At Vize, we’re aiming to produce more sizzles, digital content, retail experiences and large-scale experiential design. For us, it’s all about creating work that connects, excites, and leaves a lasting impression. We’re ready to level up – oh, and to update our website!

Ha! Do you think the licensing industry is in a good place creatively at present?
We believe the licensing industry is always creatively rich, because at the core of every strong brand is great storytelling. But it’s up to licensees to take that foundation and be bold with it. Too often, we see the default: a giant character and a logo slapped on a product. And while minimalist design has its place, we’re far more excited when brands are pushed, when IPs are reimagined with fresh thinking and when storytelling stays front and centre. That’s where the real magic happens.