Naming and branding
U-BEAT
GOOD’s marketing and consulting team started to work hand in hand with Mediapro to lay out the strategic foundation on which we would build the new brand for the ultimate sport of the new world, hosted in the first ever platform in Spanish: e-Sports.
Case Study
The context
This platform is a space to watch, —on streaming, and on demand—, the best competitions of the LVP, official tournaments, and content from the most well-known partners worldwide with the highest level coverage. A global platform accessible worldwide, and a TV channel with content on streaming 24/7.
The naming
Both gamers and fans of e-Sports have found in this sport a new way of relating, of expressing themselves, of living, of being whoever they want to be. The new platform launched by Mediapro is a global, revolutionary and free place to share emotion, competition and effort.
“A place to beat egos and be heroes. A place to feel and fight. We called that place UBEAT. And in November 2018 it finally started beating.”
The branding
The brand identity had to visually represent the passion, the emotion and the freedom of this new sport to its millions of fans around the world.
The expanded typeface along with the dark theme brings us to the digital realm, in constant expansion and with no limits; while the blue neon flashes add the spark, the excitement and the energy that the players feel when they take control.
