Manga Matrix Analysis of Shiroko, Hina, and Saori's Character Design as a Branding Strategy Blue Archive

Abstract

Character design is a key element in the branding strategy of anime-style mobile games. Blue Archive, a mobile role-playing game (RPG) developed by Nexon, is known for its distinctive visual style that combines the image of schoolgirls with modern weapons and halos above each character's head. This study aims to analyze the visual elements of Blue Archive's character design through the Manga Matrix approach and examine its contribution to the formation of brand identity and brand image in the game. The study uses a qualitative method with stages of visual observation, literature study, data reduction, data presentation, and conclusion drawing, with three characters: Shiroko, Hina, and Saori, selected based on their roles as app icon characters, anniversary characters, and characters with antagonist-protagonist narrative arcs. The results show that Blue Archive's branding identity is built through a consistent visual combination of humanoid forms with non-human attributes (wolf ears for Shiroko, demon horns for Hina), school uniforms combined with modern weapons, and halos as a unifying visual element. These dominant colors distinguish each character's silhouette, and narrative personalities that contrast with their external appearances. The combination of these elements creates easily recognizable characters with emotional appeal, strengthening Blue Archive's differentiation as an anime-style mobile RPG. This research is expected to serve as a reference in understanding the role of character design as a branding strategy in intellectual property-based mobile games.