A23
BRAND STRATEGY + BRAND IDENTITY+ DIGITAL & SOCIAL MEDIA
Going professional with premium rummy
We repositioned A23’s online rummy platform as an exclusive digital platform for professional players with a sophisticated identity and online brand presence, coupled with a niftily revived mascot.
Why did a rummy platform need a makeover?
A23, pioneers of online rummy in India — formerly known as Ace2Three —are game-changers in the online gaming revolution in India. Their former identity did not reflect the premium brand value of the platform’s new undertaking. The old mascot, an iconic card form sketched by the brand founder, needed contemporary flair and a professional coach appeal.
How can branding add sophistication to online gaming?
We trimmed the former name, Ace2Three to ‘A23’ to make the name compact and efficient, conveying elegance, premium value, and distinctiveness.
A23’s rebranding was based on a strong foundation of user case studies and target-audience interviews. While most online platforms focus on monetary rewards, we repositioned A23 as a premium club, a destination for superior skill building and rummy training with a sense of adventure and accomplishment. Our new identity for A23 followed suit, exploring the domain of premium online rummy with heightened security and professional user experience.
The customized ‘A23’ monogram crafted by our expert team is the hallmark of the brand that adds premium value for its aspirational users. The shift from a hand drawn serif typeface to a custom sans serif logotype highlighted the brand’s modern aesthetic, use of cutting-edge technology, and professional rummy experience.
We also revived the new mascot to have a premium rummy coach personality, projecting it as a wise role model with ultimate mastery over the game. Its features are designed to reflect a trustworthy rummy companion who plays a vital mentorship role in shaping a rummy player’s game.
Professional Rummy
We smartly repositioned the online rummy platform to truly become the pioneers of online gaming in the country. A strategic brand identity revival paired with a mascot makeover reflects a new-age gaming platform ready for the future of digital card play, skill development, and community building.
Team
Ajay Sharma
Nicholas Pegu
Mohan Godwal
Sukanya Panda
Nishita Karun
Anwesha Mukherjee
Sujatha Shankar Kumar
Anthony Lopez
Support
Vijay Kumar Soreng
Siddharth Kothiyal
Manasa Krishnan
Mukesh Dabral
Zeena Lopez
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