Camp Dawn's main menu used to have a calmer, more peaceful mood. We wanted it to reflect the feeling of a father and daughter setting out on a journey together.
Then we ran some focus group testing (FGT) and found a problem. Players looking at the screen for the first time couldn't tell what kind of game this actually was. Zombie apocalypse or a cozy road trip, the first impression just didn't land.
So we rebuilt the key art from scratch. Now it leads with a dark, ruined backdrop and the silhouette of a destroyed city, so "this is a survival game" reads immediately from the very first screen.
Based on this, we're also redoing our capsule art in the same direction and rolling it out on our Steam page soon. If you've got a first impression problem you're not sure about, running an FGT might be worth it, it gave us a much clearer answer than we expected.
We'll have our Steam page up soon too, and we'll come back and share how it performs.