Twitch is the world’s leading streaming platform expanding across every form of content that you could imagine. Gaming, cooking, sports, media, you name it.TwitchRivals is their dedicated platform for gamers to compete against each other. With a following of 1.8 million and counting,TwitchRivals is an absolute heavy-weight when it comes to reach.

Our task was to create the naming and brand identity of their very first karaoke game alongside Amazon.   

Inspired by a deep, urban, vintage Tokyo neon atmosphere, we brought out for the brand this accessible feeling of that Karaoke place just around the corner where you can go with your friends at any time. After having chosen a name that represents the idea of the fullTwitchcommunity together,singingand having fun, we got to a brand that presents two big, meaningful elements: first, the glowing neon and geometric text that electrifies theTwitchSingmood with a sense of analog warmth and nostalgia, that is also promising and exciting. Second, the asterisk was a cheeky wink to the technology behind the platform that allows you to amplify your voice. hidden in plain sight, the asterisk over the “i” also nods to the control you have over your own action. Combining these two key elements, the aesthetic draws you into the unique experienceTwitchSingshas to offer.