While Magic has its roots in being a collectable card game it has evolved beyond this to include other entertainment media, and has transitioned from cards to a focus on its diverse group of characters. To this end Magic needed a set of brand guidelines that could serve as a guide for end users who would be writing stories about these characters as well as designing games, media and consumer products to support the brand.

Working with the rest of the franchise stakeholders I designed a set of guidelines that would introduce the end user to the characters, worlds, and underlying ideas that make up the Magic universe. This guide serves as an introduction for anyone needing to create media to support the brand; including providing traditional guidance around brand assets such as logo, color, brand art, and typography.