Dream11 ropes in Happy mcgarrybowen to create new brand identity

Happy mcgarrybowen, one of India’s leading creative agencies, part of Dentsu Aegis Network, has been roped in by Dream11, India’s Biggest Sports Game to create their new brand identity.

Happy mcgarrybowen is 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.

For the record, Dream11 is India’s Biggest Sports Gaming platform with 2 crore+ users playing Fantasy Cricket, Football, Kabaddi and Basketball. A Game of Skill, Dream11 offers Indian sports fans a platform to showcase their sports knowledge.

Dream11 helps sports fans increase their engagement and connect deeper with the sport they love by being a team owner, not just a spectator. Dream11 is also the official partner of the top sports leagues in the world such as the Hero CPL, Hero ISL and NBA.

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Commenting on their re-branding 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 & 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 2 crore current user base to 10 crore by 2020.

The whole idea behind this re-branding 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 re-branding 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, 2 cities.

Simply put, the logo needed to make Dream11 look dynamic and sports centric, but easy to use and have a wide appeal amongst sports fans in India.

This was one of Happy mcgarrybowen's successfully created re-branding projects to give Dream11 the required pizzazz.