At the end of 2017, with three years of existence and half a million registered users, Realfevr® challenged us to do a rebrand. However, our history with this company began much earlier, at its inception, with the creation of its name.
The Name
In 2014, an innovative fantasy project came to life in Portugal and, with it, the need to name it. The challenge was to find a great name that could frame an original brand concept for a football league platform where users could challenge themselves and build their teams, set their picks for each round, and then get a score based on the performance of their players in their real games. The platform was already ready to go live, and some names had been suggested internally, none of which were fully appreciated. Hence the challenge: to create a memorable and exclusive name focusing on the emotion provided by what was believed to be the most fantastic fantasy experience in the world. Aside from that, there was only one requirement: to have a .com domain that was available and economically affordable.
RealFevr was the name conceived. It is a juxtaposed word that sets a statement for a brand that aims to deliver the most thrilling fantasy experience by seamlessly reflecting what happens in real games. “Real Stats. Real Emotion. Real You.” was the signature claim that followed this whole concept, reinforcing its brand promise. The first brand and visual content was developed internally, that is until the success achieved made the need for a global and integrated rebranding evident.
The Rebranding
In the belief that the rebranding of Realfevr should be a much broader exercise than a simple redesign of its visual identity, we sought to make this project a global and integrated challenge, traversing all the touchpoints of interaction with its audiences. Offline communication, merchandising, sponsorship, and integration of its elements in the design of the platform were essential and a proof of concept for our work. Modern new lettering, a new shield-shaped monogram logo, and a fresh, new set of colors and iconography were just some of the core elements that, when combined, generated the grounds for a profoundly digital and international fantasy sports brand.
Everything else is just fantasy™
The new brand’s repositioning is reinforced by its new communication claim, made to clearly set apart the unique experience of playing fantasy at Realfevr when compared with other platforms on the market.
Illustration Art
The imagery was enriched with an illustrated artwork collection, exclusively made for Realfevr, and whose flat and geometric style perfectly resonates with its digital identity DNA.
Platform Redesign
Our rebranding work didn’t end with its new identity. We’ve extended its reach to the company’s core asset—the platform. All visual elements were revised and updated to the new Realfevr identity theme with new colors, iconography, and imagery consistently replicated both on the website and on the app screens. With this, we were able to ensure a coherent brand ecosystem where everything works together to reinforce Realfevr’s brand as a whole.
TV Spot Script | ft. Iker Casillas
With more than a half million users in the world playing seven different leagues in different countries, Realfevr sought to capitalize on the moment by reaching for a world-known brand ambassador: a sports personality whose values were mutually shared. Iker Casillas was an obvious choice: He is a world champion, is internationally praised, and is an inescapable figure of soccer. The ambassador with the perfect fit to endorse Realfevr globally was introduced to the world through a TV spot whose original script was created by Thinkwide.
Working with Thinkwide has not only been a pleasure but impressively useful for the business. Having a strong brand is priceless and hard to achieve, but it was made possible due to the strategic and creative talent of Pedro Monteiro and his team.”
André Viana
Executive Chairman & Co-Owner | Realfevr
Credits:
Pedro Monteiro:
Creative Direction /Strategy / Naming / Contents
João Cracel:
Brand Design / Communication Design
Inês Carvalho:
Project / Production Manager
Marco dos Santos:
Illustration
Filipe Cunha Monteiro:
Motion Graphics