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NINJA Rebrand

+ Project info

Client

Tyler ‘Ninja’ Blevins is one of the world’s biggest professional gamers. Having built his following in esports, Ninja’s Twitch channel attracts over 17 million viewers worldwide. Ninja’s reach now extends beyond the gaming world and into pop culture with brand collaborations and TV appearances. 

Challenge

This rebrand was all about reflecting Ninja’s growth. Although his roots will always be in gaming, Ninja has transcended into a pop culture icon.  And that’s how his brand had to show up. Our design had the job of futureproofing his brand without alienating the people that had been with him since the very beginning. It had to stay true to who he was whilst giving room to evolve. It was our responsibility to address those growing pains. As with all personal brands, that comes with its own unique set of challenges.

Results

We took a literal part of Ninja’s DNA and created a sleek, fun, unmistakable visual identity that would stand the test of time. The symbol is a tribute to a constant in his past, present and future: his hair. We then constructed an upbeat logotype by merging different types, widths and weights to express Ninja’s duality and plurality. All together we created a visual identity that is playful, timeless and, most importantly, worthy of an icon.

“”

“EAT was a great partner to work with as they knew from the start that this project had to be something truly special. The new look transcends the gaming world that Team Ninja already dominates and takes it to the next level.”

— Jessica Blevins, Team Ninja Manager

Credits

CEO — Renata Amaral Morris

COO — Gabriel Seibel

Creative Direction — Gabriel Seibel

Project Management — Luisa Samuel

Concept and Research — Paula Ramos

Graphic Design — Gabriel Kolton

Motion Graphics — Sopa Digital

Marketing Management — Lola Porto

Content Management — Sofía de Carvalho

Copywriting — Marley Muirhead

PR — Jonah Keel (42west) and Marilyn Reles

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