Primate: An identity for the next level.

Year2022

(ESPORTS)

Foundation

The starting point

The team had grown.
The brand needed to grow too.

Primate brings together players, designers and creatives in esports. After a year of rapid growth, the team wanted to take the next step with a brand reflecting what it had built and supporting its ambition.

Details

The context behind the challenge.

Context shapes every project. These are some of the factors that shaped the challenge, the team and the work.

PROGRAM: Foundation
SERVICES: Branding
INDUSTRY: Media & Entertainment
COMPANY TYPE: B2B & B2C
STAGE: Growth stage
MARKET: Argentina

The challenge

How do you evolve a brand
the team already calls its own?

The refresh needed to preserve Primate’s character while giving it a more defined expression. The challenge was to align voice, positioning and visual identity around one direction.

Our approach

First, understanding who we are.

We began with a Branding Workshop to define voice, tone and positioning. That work guided the rebrand and connected the team’s personality with its brand decisions.

Identity

Character takes shape.

We redesigned the visual identity with a focus on a new logo. The process concluded with a Brand Book bringing together visual and verbal guidelines for a shared expression.

Outcome

A shared foundation
for what comes next.

Primate gained a refreshed identity and guidance for applying it. A system connecting the team’s personality with a more defined presence in esports.

See the impact

What change
afterward.

Primate gained a visual and verbal identity that reflects its team’s ambition. The branding process established shared guidelines for a recognizable presence as its community and challenges evolve.

#1
LVP South Region
Competitive position published as context for the Primate team.
Brand book
Shared brand guidelines
Visual and verbal guidelines for maintaining a recognizable identity.

An identity that carries the same spirit into every arena.

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