Brand Architecture For Call Of Duty

Koto created the brand architecture for Call of Duty, defining a clear portfolio structure and naming hierarchy that organizes titles and extensions across touchpoints. The work established principles and a scalable framework so future releases can slot in coherently without diluting the core brand. Koto clarified levels of the brand, streamlined decision-making, and produced guidance that improves consistency for marketing, partnerships, and in-game communication. The outcome enables players and stakeholders to understand how offerings relate, while giving teams a toolset to maintain coherence as the franchise evolves.