Top Story

Home >> Marketing >> Article

Dream11 partners with Happy mcgarrybowen for new brand identity

15-March-2018
Font Size   16
Dream11 partners with Happy mcgarrybowen for new brand identity

Sports gaming platform Dream11 has roped in leading creative agency Happy mcgarrybowen to create its new brand identity.

Happy mcgarrybowen, which is part of Dentsu Aegis Network, has been mandated with redesigning the brand’s logo, along with creating a comprehensive visual identity guidebook for implementation across all its product touch points as well as communication.

Dream11 has more than 2 crore users playing sports such as fantasy cricket, football, kabaddi and basketball, according to the company. It is the official partner of 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 stated that it wanted to change its visual identity to prepare for its next growth phase --from 2 crore current user base to 10 crore by 2020.

According to the company, the whole idea behind this rebranding exercise was to create a holistic visual identity which 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 biggest and 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 logo, with the aim of infusing a new wave of dynamism in brand Dream11.

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.

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.”

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

He joined the company in 2016 as Head of India and South Asia at Discovery Network

From Head & Shoulders, Colgate and Vivel Soaps to Prega News and Airtel, Kareena has been the face of several brands

Warrier, Vice President Sales, India - Mirriad on content marketing and the key performance indicators for a content marketing campaign