I'm A Banana
Potassium-Rich
City of Heroes/Villains allows choosing powers based on a heroic archetype and astonishing amounts of character costume design (and eventually multiple costumes). After that, almost all customization is on what additional powers are gained later on and how one sets up the not-gear bonuses to improve their powers, but pretty much everyone tries to improve powers in the identical way as everyone else.
I was kind of a fan of Guild Wars in this respect, because the powers, even within the same class, were quite varied. You'd have a "deck" of 8 powers that you could use at any one time, and you could switch 'em out on the fly, but getting those unique powers and using them at the right challenge was part of the customization of the character.