ninjas in pyjamas rebrand with motto

Ninjas in Pyjamas

Rebranding the #1 esports team in the world.

Legendary esports organization Ninjas in Pyjamas (NIP) worked with Motto to lead its 2021 global rebranding effort. After 20 years of existence, NIP’s rebrand is crucial to the company’s continued development and radical growth goals.

The rebranding of NIP was much more than a logo redesign. It was a 360° makeover that affected culture, operations, and of course visual identity. While the visual updates were a big part of Motto’s work, the logo was only one spoke in a larger wheel. More importantly, it was a rediscovery process, a shedding of old baggage. When Motto looked at the old brand, we knew it needed to change. Not just visually, but the spirit of the organization needed to be re-defined and brought forward into the branding.

➔ Leadership Workshops
➔ Brand Strategy
➔ Brand Motto
➔ Brand Story
➔ Brand Messaging
➔ Verbal Identity
➔ Visual Identity
➔ Merch

Case Study

— Ninjas in Pyjamas

Founded in 2000, Ninjas in Pyjamas (NIP) is considered one of the most influential and legendary professional esports organizations in the world with a fanbase in the millions. It is most known for its history in the game of Counter-Strike where NIP’s first roster in CS:GO dominated in the game’s early stages. Today, NIP boasts world-class teams and players in the biggest titles in competitive gaming: CS:GO, Rainbow Six, VALORANT, and FIFA.

Motto led NIP’s 2021 global rebranding effort to support change management, drive ambitious growth goals, and inspire new fans. Motto’s rebrand made global headlines with the new visual identity and narrative-rich strategy. Called “One of the greatest rebrands in esports history,” the new NIP brand helped support groundbreaking growth including acquisitions, a partnership with Samsung, and so much more.

What We Did:

Leadership Workshops
Culture Analysis
Brand Strategy
Messaging
Verbal Identity
Visual Identity
Art Direction
Merch Design

Read the Press:

Forbes
ESports Observer
Dote Sports
NIP Global

Results

Staggering growth. Press in Forbes, E-Sports Insider, The Verge. Global partnerships.

  • Partnered with Samsung, one of the largest brands in the world.
  • Partnered with Razer Inc. team on gaming peripherals, an integral part of an esports team’s success.
  • Won The Six Invitational, one of the biggest trophies in esports.
  • Completed arguably the most marquee transfer in CS:GO history Nicolai ‘dev1ce’ Reedtz.
  • Built an academy set up and almost broke into the top 30 in the world within 3 months.
  • Co-founded the new WePlay Academy League, a first of its kind.
  • Rebranded the whole company, refocused, and rekindled people.
  • Welcomed new colleagues and players from all corners of the world.
  • Grew overall engagement by 50%.
  • All during COVID19. The ultimate test.

Work With Motto

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