ABOUT

The client
Mailru Group is a global internet and digital services company. Amongst their broad offering was a range of gaming products and services that existed under two brands: Mailru Games throughout CIS territories and Mycom throughout Europe and North America. Mailru’s objective was to bring these products and services together under one unifying gaming proposition and name.
What they needed
Our task was to develop the brand strategy, defining a proposition that positions the brand as a diverse gaming ecosystem with an engaging experience for players, studios, partners, investors, and staff, throughout key international markets.
Further to the strategic positioning of the new brand, we were asked to develop an energetic new visual identity for the approved brand name – MY.GAMES.
The delivery
After an in-depth sector and competitor analysis, we reported our findings and insights and composed a SWOT analysis of the existing offering. On this basis, we determined the brand architecture and defined a single brand positioning and devised a set of value principles. We developed a distinctive, flexible brand identity including logo – a geometric interpretation of the letters M and Y – and visual property made up of a suite of dynamic graphic textures.