• Midnite launches new brand for safe, regulated esports betting

    Midnite is a new destination for licensed, strictly regulated esports betting. Giving people the chance to bet on professional teams playing their favourite games, Midnite required a strong, reputable brand identity.

    After extensive industry research, Proxy developed a unique, cut-through identity for Midnite based on the concept of being drawn in to the game. We worked with Daggers for Teeth, a long time friend, to develop a series of distinctive focus patterns, presented in a nocturnal colour way punctuated by an intense green. As Midnite is a company created by gamers, for gamers, we invoked their favourite franchises by creating a proprietary art style with imagined characters. Extensive guidelines were created down to the most tactical performance marketing assets, for strong brand standout.

  • Development of brand idea 'focused on the game' and various routes for logotype

  • A simple, typographic badge logo acts as a portal to the world of esports betting

  • A proprietary character and pattern style was developed with Daggers for Teeth

  • Brand patterns were animated with Klok & Co

  • Delivering a robust, scalable design system for realistic performance marketing assets was a key focus

  • The brand language was designed for esports sponsorship - jerseys, stickers, break bumpers