Aspect: A Fresh Identity for a New Era of Enhanced Services
Image courtesy of Warhorse/Deep Silver
Longtime growth developer PTW has rebranded itself as Aspect, a change that the company believes will express its “commitment to providing cutting-edge solutions aspect-by-aspect with [our] global partners across a broader array of specialties.”
In addition to launching a new logo and mission statement, Aspect asserts that the rebranding acts as a brand consolidation strategy. This move will merge its various studios under one newly rebranded umbrella.
As noted by chief revenue officer Kaley Hurst: “This rebrand reflects years of both organic and acquired growth, forward-looking strategic planning, and the realization that we are indeed stronger together – in both branding and values.”
Aspect envisions that its unified identity will enhance its diverse services, such as QA and localization, through a collaborative approach. According to CEO Deborah Kirkham, “The essence of the rebrand is the promise to blend expertise with human creativity across all Aspect offerings.” These services and teams include over 40 studios situated in 14 global locations, and projects spanning Aspect’s 1518 Studios, Ghostpunch Games, PTW, and SIDE.
“For several years, our company has functioned as one team, driven by a shared vision for how we conduct business – I am proud that all our employees are genuinely united under one banner,” Kirham further states. “The new brand signifies our commitment to delivering innovative, customized solutions that propel our partners’ success worldwide.”
Prior to adopting its new name, Aspect opened a new studio in Charleston, South Carolina, marking its fifth facility in North America. It also established a mocap studio in London and obtained Ghostpunch Games, a partner studio involved in Risk of Rain 2, due to its AI-driven services. In early 2024, it let go of 45 employees across its worldwide teams. The layoffs followed its contributions to 2023 titles like Dying Island 2, Starfield, and Baldur’s Gate 3. More recently, Aspect’s portfolio includes Warhammer 40,000: Space Marine II, Kingdom Advance Deliverance II, and Sid Meier’s Civilization VII.
Update: This article has been updated to accurately reflect the location of Aspect’s Charleston, South Carolina-based studio.
About the Author
Contributing Editor, GameDeveloper.com
A Kansas City, MO native, Justin Carter has contributed articles to various sites including IGN, Polygon, and SyFy Wire. Aside from Game Developer, his writing can also be found at io9 over on Gizmodo. Don’t ask him about how much gum he’s had, as the answer might be more than he’s willing to disclose.