Kuju's Brighton has rebranded itself just ahead of GDC, revealing the new name of Zoe Mode. But the new identity isn't represented by a logo: in a curious move, it is embodied by a person.

Kuju Brighton rebrands as Zoë Mode

The name and face of Zoë (pictured above) has been chosen by Kuju to represent the studio’s focus on making lifestyle games.

Since its opening in 2003 the teams at Zoë Mode have worked on EyeToy: Play 3, EyeToy: Play Sports, SingStar: Rocks, SingStar: Anthems and SingStar: Legends, all in collaboration with Sony London Studio.

As time goes on, the Zoë Mode face or identity might change, but the female name will stay.

Studio boss Ed Daly explained: "Zoë allows us to have some fun with the image of the studio but of course what matters most is the games we make. We have built up a great team, a really diverse crowd for a game developer, and an internal culture that reflects the fun and creative values that come through in our games.

"By taking control of the public face of the studio we will be able to reinforce this unique identity and specialist expertise further.

"This studio has had great success over the last three years focusing on fresh gaming experiences for new audiences. We’ve shipped several very successful, high quality titles and grown to 100 staff and now the time is right to rename the studio. We’ve created Zoë Mode; she is the personality that reflects our in-house philosophy of accessible, fun gaming for everyone.”

Zoë Mode is, however, still a part of the larger Kuju Studios group, which has development offices in London, Sheffield and Godalming. The team will still provide corporate support, and share technology/collaborate with the other Kuju studios, which may reveal distinctive brand identities of their own in future.

The first game to boast the Zoë name is PSP Crush, which is being published by Sega later this year.

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