Amazon University Esports | NUEL Rebrand

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We’re proud to share the rebrand we have built for Amazon University Esports NUEL, overhauling their design language and taking their visuals to the next level.

NUEL were looking to make their brand identity flexible and dynamic for all their needs, transforming their brand into something futureproof.

NUEL has grown over the last decade and we wanted to reflect that by taking an evolutionary approach to the rebrand. By using their existing colours and patterns as a foundation, we developed them into unique, stand-out identities for three new sub-brands: Careers, Community, and Compete.


“We condensed all of the tournament styles into one unified look (Compete). We felt this would help build the brand and recognition for it through the use of its unique style. The colour and wave pattern are a big part of how the Compete sub-brand achieves it’s bespoke, eye-catching look, so we focused on cultivating the pre-existing NUEL branding to ensure that it stands out.”

Graeme Duncan, In-House Hotdrop Graphic Designer

Check out the video below to see our handy work came to life:

Looking for support with your brand’s visual identity or thinking about a rebrand? Give us a shout, we’d love to chat!