Haye Anderson

Brand Director

Ubisoft

She/Her

Throughout her career, Haye Anderson consistently pushes boundaries with her knack for telling brand stories in fresh, unexpected ways. She applies imaginative narratives and marketing innovation as part of the team at Ubisoft – a creator of worlds, committed to enriching players’ lives with original, memorable entertainment experiences. Ubisoft’s global teams create and develop a deep,diverse portfolio of games, and Haye is leading the brand and marketing on the Anno franchise. A premiere builder game within the strategy genre, the franchise’s next opus is releasing this year: “Anno 117: Pax Romana is a fresh take on a fan favorite setting, where you play as a Roman Governor in the year 117 AD, As governor will you encourage economic growth or expand your rule through dominance? Lead with rebellion or unite a diverse culture. The cost of peace is yours to decide.” Anno has received recognition from publication It’s Nice That as being a 2024 Branding Moment of the Year.

Participating in

  • Worldbuilding That Scales

    Innovation Stage

    Most rebrands die in the handoff. Stunning decks get approved – then fall apart in the wild. Logos stretch. Color palettes clash. Partners freestyle. Fans improvise. The brand world breaks. But what if your brand was built to scale from day one? If you’ve ever watched your brand guidelines collapse on contact with reality, this session is for you. Learn how brand worldbuilding can power more than marketing, but how it can build fandom, fuel culture, and future-proof your product. This panel illustrates these principles by demonstrating how Ubisoft and global brand agency Wolff Olins turned gaming title Anno 117: Pax Romana into a living, breathing world; across fan kits, collector’s editions, cookbooks, vinyl records, and beyond. Explore and design modular brand systems that empower not just marketers, but players, creators, vendors, and fans to expand the brand‚Ķ without breaking it.

    Presented by
    30 minsIn person