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.
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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