Report: EA Redwood Shore Teams Looking To Rebrand

EA Redwood Shores' Glen Schofield (Dead Space) has been discussing a rebranding of some of the studio's development teams with Variety, suggesting that unique dev team branding is important for differentiation reasons. According to a Variety interview with Dead Space executive producer Schofield, EA Redwood Shores wants to convey itself as a company known for "creativity, originality, and high quality third-person action-adventure titles." "That's why we're looking to brand the studio," says Schofield. "That's what I'm doing right now. It's going through legal." Neither the studio or the executive producer have given any specifics as to what the proposed rebranding would entail, but it falls into new branding plans currently being implemented elsewhere in the world for the major publisher. For example, Electronic Arts renamed part of its Guildford, UK studio (Zubo), designating its more casual-focused development teams as EA Bright Light. Also notably, the publisher chose to allow Pandemic Studios and BioWare to keep their names after acquiring their parent company, VG Holding Corp., last October. [UPDATE: Gamasutra contacted EA for clarification on the announcement, and the company's Holly Rockwood explained that Variety had misconstrued the story -- originally printed as all of EA Redwood Shores being rebranded -- slightly, explaining: "I think Glen's quote sounded bigger than he intended it to be. He wasn't speaking on behalf of the corporate entity of Redwood Shores -- and there are other teams here... he was specifically speaking about his own team within Redwood Shores." Gamasutra has updated the story to fully reflect this clarification.]