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Energizing India's biggest mobile gaming platform.
Motion and Sonic identity for MPL
Founded in 2018, Mobile Premier League (MPL) is one of India's largest eSports and mobile gaming platforms with a growing presence in South-East Asia, USA and Europe. By the beginning of 2022, MPL had expanded its base with over 90 million registered users across India, Asia, Europe and North America.
Commissioned by Codesign, we worked on the brand behaviour, motion and sonic identity of the comprehensive MPL brand identity. The project was initiated in 2020 at the threshold of its explosive growth phase, maximising the potential of a strong and dynamic identity for brand building.
Problem to solve
Mobile gaming is an exhilarating and engaging experience. The thrill of gaming on-the-go, the challenge of competing with players from all over the world, and the sheer energy of the gaming experience is what makes mobile gaming exciting. How do we get across the excitement of play and the celebration of achievement - with the smartphone as our canvas?
Solution
No holding back. The high-contrast & intense color palette and sports-inspired typography reflects the energetic character of MPL and is emphasized by the motion behaviour of The Epicentre, the key brand device: a pulsating burst of energy radiating from a central arena of play.
The Epicentre can change form, scale & orientation; the outward bursting movement syncs with the energetically paced sonic identity.
The sound of MPL
The MPL sonic identity adds emotion and recognisability.The rhythm matches the increased heartrate of a player, a sign of the player's emotional involvement and the adrenaline rush that comes with intense gameplay. The harmonic cadence evokes a triumphant mood, a shared celebration, even the irresistible urge to do a little victory dance.
The integrated toolkit with motion assets and guidelines makes it possible to combine and adjust different assets. Thus, an endless array of immersive content canvases can be created
