A gaming icon reimagined
Creating a new group strategy, name and visual identity for an iconic indie gaming brand
Team 17 Group is a titan in the games industry - an indie legend for decades. Incredible IP, an amazing leadership and some of the world’s best loved games. It needed to evolve, build on its exciting growth strategy with its new CEO Steve Bell.
It needed a strategic re-brand.
Our challenge.
How to successfully embedded the highly successful Astragon and StoryToys acquisitions into the broader business - and create one unified vision and name for the Group.
To create value and grow the group beyond what it is today.
Astragon, Story Toys and Team 17 - a superb portfolio of businesses, each strong and unique in their own right, with their rich games, brands and IP. Each led by brilliant leadership teams - each contributing to the power of the Group.
A 12-month deep immersion to define the new group brand architecture & brand strategy
Speaking with leaders at all levels across the business to glean their perspectives and co-create an exciting path for the group which resonated with each business and their teams.
We developed a clear and compelling strategic rationale
Simplification
Leveraging the power of the collective - while preserving the distinct identities of our businesses
An inspiring way to nurture and pool the superb talent and skills across our businesses
To become a key strategic growth lever and accelerate the Group’s position as a global powerhouse
To create a powerful brand strategy.
To create an even stronger sense of purpose.
A vision to be the best place in the world to make and play games.
To be the place for players and creators.
Visionary, entrepreneurial, independent of mind and spirit.
We refined that purpose, part of the DNA of the business.
Inspired by the joy of gaming. The joy of play.
A new name which embodies that passion, delight and commitment.
That catalysed the creative identity rooted in the idea and spirit of endless play. To capture belonging, the spirit of independence and the power of people and community.
A visual identity created to be flexible, allowing for distinct sub-brand expression while tying everything back to a cohesive Group identity.
Applied across all touch points, including a completely redesigned website and all internal and external communications materials.
A launch plan to ignite the brand - from the inside out
We knew we needed to win hearts and minds for the group brand to take flight. We created a powerful launch film - aimed at engaging and galvanising internal audiences - showcasing the people behind the games, the film created an emotional connection and excitement about the rebrand.
For external audiences, we crafted a launch film aimed at shareholders and the wider gaming industry. This film highlighted the Group’s new direction, the benefits of the rebrand, and how the changes would strengthen the Group’s position in the market.
We developed a launch PR strategy, working with both local and international press to generate buzz in the gaming and advertising industries. This included securing media coverage in key trade publications, creating social media content to support the launch, and engaging with influential voices in the industry to amplify the new brand.
Global press coverage
Making waves across the global media, the launch was immediately well received.
