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.