Brand Identity
Draft Kings

DraftKings came to us for an audio and visual brand identity system for their new media company, a culture brand that will become the top-of-mind destination for the all-in sports fans.

We set out to:

Maintain a connection to the parent brand to grow & elevate perception.
Create portfolio distinction & differentiation in the media landscape.

Using our Synchronised Branding process, visual, motion and sonic design teams worked in unison from day one. Through our strategic development process, we determined five key characteristics of the brand - fresh, curious, electric, knowing and inviting. Inspired by the all-in sports fan lifestyle, three key feelings - anticipation, electricity, and the drop - laid the foundation for the visual, sonic, and motion identity. Anticipation is brought to life through white space, stretching forms, and suspended time; electricity - through asymmetry, spontaneity, and syncopation; and the drop - sharp edges, quick cuts, and staccato notes.