Havas: New appearance for e-sports team BDS

The gaming industry is home to a wide variety of players from different countries - a heterogeneous target group. This includes BDS fans, LEC fans and fans of individual players. What unites this heterogeneous target group is a passion for gaming. For the positioning of Team BDS, Havas Switzerland delved into a complex subject matter. The agency tried to develop an inspiring story that would come across credibly in a wide variety of areas. Specifically, Team BDS competes in seven games with different worlds and target groups. In order to function in the different contexts - i.e. to find the ideal positioning - Team BDS relied on the help of Havas Sports & Entertainment, whose expertise lies in the gaming and e-sports sector. The basic idea was to identify what sets Team BDS apart from all others. This was the only way to achieve a unique positioning in a universe in which teams are often characterized by very similar values. The DNA of Team BDS was therefore examined and "Team BDS: Challenge The Game" was developed. This positioning should stand for the skillful and attentive strategists who make unconventional decisions. Team BDS retains the original blue and pink colors in the design. The logo and lettering have been modernized. 3D assets, merchandising and communication items, backgrounds and other patterns were developed in a visual world focused on "challenge" and the character of BDS. An initial rollout of this signature and the new graphic identity took place via a new brand book. This means that all Team BDS employees based in Geneva and Berlin can already use the new visual identity. To celebrate the entry into the LEC appropriately, the new visual identity was officially unveiled at the end of December 2021 on all of the brand's social platforms and on the official website. The post Havas: New appearance for e-sports team BDS appeared first on Advertising week m&k.