Making a fictional world feel real begins with the details most players never consciously notice. Call of Duty's maps are populated with hundreds of invented brands: the storefronts, products, and logos that fill a space the way real commerce fills a real city. Each one had to look as though it belonged there long before the player ever arrived.
 

The greater challenge was achieving this at scale and across cultures. Every brand needed to read as authentic to its region, in the appropriate language and naming conventions, while clearing legal review so that nothing resembled an existing trademark. This required close collaboration with the Art, Cultural, and Legal departments, balancing creative invention against compliance on every mark.
 

Hundreds of brand identities shipped across foreign and domestic maps, in multiple languages, each designed to deepen immersion without drawing attention to itself. Designed well, this work disappears. The world stops feeling built and starts feeling inhabited.