When you think about game design, the notion of playing it safe doesn’t really apply to the Borderlands series, according to Gearbox Software CEO Randy Pitchford. He recalls the overwhelming concerns surrounding the complete overhaul of Borderlands 1’s art style in 2009.

A Long Journey to Reassurance

Pitchford initially felt apprehensive, fearing he might have to dismantle the work of a small art team that had just been given two weeks to redefine the game’s visual identity. He quipped, “Son of a bitch. I’m an idiot. Why did I do that?” referring to the risk of letting his team experiment freely, as many in the industry were skeptical about the direction.

Fortunately, upon reviewing the updated visuals, he realized his instincts were correct—“It feels right. And it’s like everything we knew about what was wrong was confirmed when we felt it was right.”

The Creative Process

Pitchford pointed out that the art direction arose from a good team invested in their work, which ultimately shaped the success of the franchise. The creative collaboration led to a cohesive look that matched the action-packed gameplay players loved.

“We started to figure out, ‘This is what Borderlands is.’ I can finally see it. We have a great art style that represents the attitude.” - Pitchford reflects on the pivotal moment.

With the redefined look, Borderlands took its place in the gaming landscape, effectively grabbing the attention of countless gamers and solidifying itself as a beloved title.