"Rupture was a social networking service for gamers: an all-inclusive meta-experience for driving and challenging game play with friends. After Electronic Arts (EA) acquired Rupture, a product strategy that integrated the two brands was required. We created a unified user experience across platforms and developed a comprehensive brand language that would speak to hard-core gamers without alienating the growing casual gaming audience. The resulting gaming experience is layered with social networking and commerce elements, providing a new way to discover and track gaming behavior as well as connect with and challenge friends and competitors."