Fluid’s creative partnership with PlayStation goes back nearly 30 years and reads like a who’s who of Sony’s greatest hits. But while serving up killer creative it’s always been top of the licensing team’s bucket list to let loose on the brand itself... those symbols, that logo - so cool, with so much heritage, but always subject to super-tight corporate restrictions.

The Fluid team were chomping at the bit to sink their teeth into one of the world’s most famous gaming brands. PlayStation’s core visuals are instantly recognisable the world over - the legendary symbols and logo, accompanied by some short editorial copy, and a date… bursting with ideas, our team let loose. Our mission? Playful, cool, trend relevant but high end, we created kits for a range of retail partnerships, injecting the PlayStation CVI with an explosion of colour, packed with exclusives and exploding the brand into the trend space across fashion and CP.

The kits are some of our favourite projects ever. With a nod to key catwalk trends - from typographic lifeforms, to meta mesh, to 90s warped gradients and more, each trend can move in a different direction, with a range of comps, badges and more mixing a touch of high end fashion with looks which are diverse and creative enough to be accessible and exciting to everyone! Retailers and PlayStation were blown away, immediately came back for more, and the rest is history! Keep an eye out for the range in stores later this year…