Happy mcgarrybowen, part of Dentsu Aegis Network, has been roped in by sports gaming platform Dream11 to create its new brand identity. The creative agency is mandated with redesigning the brand’s logo, along with creating a comprehensive visual identity guidebook for implementation across all its product touch points and communication.
Dream11 has over two crore users playing fantasy cricket, football, kabaddi and basketball. It offers Indian sports fans a platform to showcase their sports knowledge. It helps sports fans increase their engagement and connect deeper with the sport they love by being a team owner, not just a spectator. It is also the Official Partner of the top sports leagues in the world such as the Hero CPL, Hero ISL and NBA.
Commenting on their rebranding exercise, Vikrant Mudaliar, CMO, Dream11, said, "We found Happy mcgarrybowen’s design strategy true to our brand’s ethos, and their experienced team came with a dynamic and youthful vibe – everything that we wanted to take our brand identity to the next level.”
Dream11 wanted to change its visual identity to make it ready for its next growth phase – from the two crore current user base to 10 crore by 2020.
The whole idea behind this rebranding exercise was to create a holistic visual identity that cuts across sports while keeping the brand’s leadership position in mind; with the thought to put their users at the centre of everything and make Dream11 the most immersive way to consume sports.
Happy mcgarrybowen led the rebranding exercise from scratch. Being a digital native brand, the agency's primary goal was to ensure that the user experience was consistent across all product touch points on the digital front. In the process, Happy mcgarrybowen created the visual imagery, iconography, logo animation and so on. The team designed a brand new, iconic logo, with the sole aim of infusing a new wave of dynamism in Dream11, the brand.
PM Praveen Das, MD, Happy mcgarrybowen, said, “Happy mcgarrybowen has a talented, seasoned and specialised design team that has been creating waves for quite a few clients in the recent past. We are very happy to put our best foot forward for Dream11 and we look forward to taking the brand places in the coming months.”
Dream11's logo is that of a trophy, an icon that resonates trust and integrity – values that are highly celebrated in sports and upheld by Dream11 in high esteem. Coupled with a bold 'D' in the centre, the logo makes a powerful statement about its origins – Dream11.
A trophy primarily depicts victory in sports and is a prized possession that belongs to champions. The design needed to be simple, clear, functional, modern, sporty and yet have an aspirational value attached to it. It had to appeal to 18-35 year old digitally-savvy, sport-crazy males in tier 1, II cities.
Simply put, the logo needed to make Dream11 look dynamic and sports centric but easy to use and have a wide appeal among sports fans in India.