Esports Betting. Esports Better.
Puntt is a unique betting platform, made for esports and its communities. The Puntt platform uses pool betting, also known as pari-mutuel betting, a form of wagering which was designed to be fair for both operators and customers.
Working within a small team of seven people, I was responsible for all design aspects of the business, from branding and marketing/social assets to UI/UX design.
Logo Redesign
Soon after joining, a major issue with the previously designed brand came up which was that the logo was unable to be trademarked due to the simple nature of the dot graphic device. A gambling licence, which was needed for the business to operate, required a trademarked brand so a redesign was a key priority. Due to budget, going back to the original agency wasn't an option so I set about the task myself. The only two restrictions of the brief were that the dot graphic device, which represents pool betting, had to be included in some way and that the 'Heavy' weight of the Mont typeface was used.
The platform was launching with two games available for customers to wager on, League of Legends (LoL) and Counter Strike: Global Offensive (CSGO), so felt this was a good starting point at the research stage. I wanted the brand to reference these games in a subtle way while still being a distinctive identity in its own right.
While both games have very different art styles and gameplay, there was one key element which they shared, the world maps. The symmetrical nature of the LoL map in particular stood out as a great potential 'container' for the pre existing dot graphic device.
Other variations were explored, including integrating the cross hairs associated with CSGO or more of a shield common with the fantasy art style of LoL. In the end, a less is more approach was settled upon.
The logotype was also updated to reflect the new brand device, using consistent angles and elements to bring everything together. The brand colours were evolved to have more of an impact while still fitting in within the overall esports aesthetic.
Logo in Application
The three key touchpoints for the brand were the product itself, social media channels and digital marketing. For consistency, the brand uses a simple but effective design system based on colour. Key messaging uses 'Cooldown', supporting or secondary elements use 'Rush' and the 'Carry' green is used for CTA's and highlighting interactions on the site.
Puntt League
The Free to Play (F2P) Puntt League brand was created for the beta testing version of the product. Players could place bets to win points, which could then be exchanged for Puntt branded merchandise such as stickers, mugs, t-shirts and hoodies.
Puntt League also included a ranking system where each week you are either ranked up or down depending on your in-game performance. As you move through the league rankings, the more premium range of merchandise is available to you.
Following an exploration into a more traditional varsity sports visual style, it was decided that the Puntt League should tie in closely with the core Puntt brand. One aspect which did stand out from that initial research stage was the potential for a 2 to be formed from the negative space between the F and P of Free to Play (F2P). After a fair amount of trial and error, a logomark was created which nicely ties in with the Puntt brand while also subtly referencing the key differentiator between the two products.
RPGG Media
RPGG Media was responsible for all B2B, Legal and HR operations of the Puntt Product. It required a logo which could sit alongside the core Puntt and Puntt League brands without distracting from them. As there was no copyright required for RPGG, the original dot graphic device was reintroduced as a reference to the brand origins.
The purpose of the RPGG website was to inform potential investors about the esports betting market, how Puntt is different to other platforms and an overview of the executive team. The website required a variety of icons, illustrations and infographics to support the content and add visual interest while reading.
