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Dream11 partners with Happy mcgarrybowen for new brand identity

15-March-2018
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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.”

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