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