Ace2Three’s new branding focused on shifting the prevalent association of cards as a game of chances to a skill-based application game. Lopez Design repositioned the brand, shifting its plane from a money-earning brand to an online professional gaming club. The rebranding mission was to promote Rummy as a professional game while creating an online community of skilled gamers by changing the prevalent culture and narrative associated with rummy.
The former name, ‘Ace2Three’ was trimmed to a distinctive and easy – A23. The customized monogram elegantly crafted in-house became the hallmark of a forward-facing brand perfectly suitable for their contemporary and aspirational young customers. Driven by user case studies and target-audience interviews, A23’s rebranding was majorly inspired by the aspirations of online rummy players. The shift from a serif typeface to a sans serif typeface highlighted the brand’s modern aesthetic, use of cutting-edge technology, and technically advanced rummy experience.
The old mascot, an iconic card form sketched by the brand founder, was revived into a rummy coach personality. A wise role model and an ultimate master of the game, the mascot’s features were designed to reflect a trustworthy rummy companion who plays a vital role in shaping a rummy player’s game. The updated mascot is an experienced mentor and a guiding player who stays with you throughout your rummy journey from starting your first game to becoming a professional card player on A23.
- Agency/Creative: Lopez Design
- Article Title: Lopez Design Rebrands the Pioneers of Online Rummy Ace2three
- Organisation/Entity: Agency
- Project Type: Graphic
- Project Status: Published
- Agency/Creative Country: India
- Agency/Creative City: Delhi
- Market Region: Asia
- Project Deliverables: Animation, App Design, Brand Architecture, Brand Design, Brand Experience, Brand Guidelines, Brand Identity, Brand Strategy, Brand Tone of Voice, Branding, Copywriting, Creative Direction, GIF Animation, Graphic Design, Identity System
- Industry: Entertainment
- Keywords: Brand Identity Design, Online Game Design, Brand Strategy, Platform Branding, Virtual Gaming, Game Branding, Logo Animations, Logo Design, Mascot, Branding, Visual Design, Digital Branding, Experience Branding, Card Game, Rummy Branding, Virtual Game, Virtual Branding, Online Branding, Animation
Chief Creative Director and Principal Designer: Anthony Lopez
Strategist and Content Head:: Sujatha Shankar Kumar
Project Manager: Anwesha Mukherjee
Brand Strategist and Researcher: Nishita Karun
Brand Strategist and Researcher:: Sukanya Panda
Senior Graphic Designer: Mohan Godwal
Graphic Designer: Nicholas Pegu
Senior Design Assistant: Ajay Sharma