The brand identity and theme takes stylistic cues from the world of computer gaming, ico’s approach was to create a ‘game of life’. Four characters were created as virtual guides from the year 2050 that accompany visitors through the exhibition. Eco, Dug, Tek and Buz have been given distinct personalities representing four differing schools of thought on the issues. The marketing materials feature a dramatic image involving the characters and the inspiring call to action: ‘Your Planet Needs You’. The marketing media includes national press advertising, and a London poster campaign.