Ninjas in Pyjamas (NIP) is considered one of the most influential and legendary professional esports organizations in the world with a fanbase in the millions. It is most known for its history in the game of Counter-Strike where NIP’s first roster in CS:GO dominated in the game’s early stages. Today, NIP boasts world-class teams and players in the biggest titles in competitive gaming: CS:GO, Rainbow Six, VALORANT, and FIFA.
Motto led NIP’s 2021 global rebranding effort to drive ambitious growth goals and inspire new fans. Motto’s rebrand made global headlines with the new visual identity and narrative-rich strategy. Called “One of the greatest rebrands in esports history,” the new NIP brand helped support groundbreaking growth including acquisitions, a partnership with Samsung, expansion into China, and so much more.
As NIP approached its 20th anniversary, it reached an important milestone: the organization needed to reflect and redefine its future. NIP approached Motto with several ambitious goals including rebranding a historic identity that no longer served the brand but still held sentimental value. The primary goal was to navigate the global team through arguably one of the most important and controversial rebrands in esports during a pandemic. Secondary goals included a need to build a consolidated and consistent image, deliver relevance, remain on-trend, achieve sustainability, differentiate, and most notably, champion the NIP brand as it regained its foothold after a series of organizational and perceptive challenges.
Idea Worth Rallying Around®:
“Expect the Unexpected” is NIP’s multidimensional and multidirectional rally cry — a key message that encapsulates the essence of the Ninja. It’s about having the energy and vision to be ready for anything — anytime, anywhere. It is both inspiring and humble, and a challenge we lay down to everyone in our clan.
Ninjas in Pyjamas, the name.
The way of the...
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Ninjas in Pyjamas (NIP) is considered one of the most influential and legendary professional esports organizations in the world with a fanbase in the millions. It is most known for its history in the game of Counter-Strike where NIP’s first roster in CS:GO dominated in the game’s early stages. Today, NIP boasts world-class teams and players in the biggest titles in competitive gaming: CS:GO, Rainbow Six, VALORANT, and FIFA.
Motto led NIP’s 2021 global rebranding effort to drive ambitious growth goals and inspire new fans. Motto’s rebrand made global headlines with the new visual identity and narrative-rich strategy. Called “One of the greatest rebrands in esports history,” the new NIP brand helped support groundbreaking growth including acquisitions, a partnership with Samsung, expansion into China, and so much more.
As NIP approached its 20th anniversary, it reached an important milestone: the organization needed to reflect and redefine its future. NIP approached Motto with several ambitious goals including rebranding a historic identity that no longer served the brand but still held sentimental value. The primary goal was to navigate the global team through arguably one of the most important and controversial rebrands in esports during a pandemic. Secondary goals included a need to build a consolidated and consistent image, deliver relevance, remain on-trend, achieve sustainability, differentiate, and most notably, champion the NIP brand as it regained its foothold after a series of organizational and perceptive challenges.
Idea Worth Rallying Around®:
“Expect the Unexpected” is NIP’s multidimensional and multidirectional rally cry — a key message that encapsulates the essence of the Ninja. It’s about having the energy and vision to be ready for anything — anytime, anywhere. It is both inspiring and humble, and a challenge we lay down to everyone in our clan.
Ninjas in Pyjamas, the name.
The way of the Ninja exists for survival. Ninjas endure very hard times — even ridicule and punishment — waiting for the right time to strike, wasting no energy or resources. Motto believed the mysterious Ninja theme was the most powerful, untapped force in the business. By amplifying the essence of the Ninja in all facets of the brand, we latched onto a theme to create transformational experiences, mesmerizing entertainment, and an aspirational identity that the fans could live into.
The Mysterious Persona of the Ninja
We refer to our brand voice as “Hattori,” named after the legendary 16th century ninja, Hattori Hanzo. With an air of mystery that exudes confidence and calm, Hattori entertains while he informs. He chooses his words carefully, and they’re always powerful and impactful. He takes his work seriously but knows that a little irreverence peppered with emojis keeps the fans charmed. Hattori is punchy and concise with quick-hit sentences, but also inspirational because he contributes opinions, lessons, and thoughts to conversations. His very essence encourages the audience to improve, excel, achieve, and transform from within.
Visual Identity:
“Nin” means to apply ego and heart to the edge of the sword
Modernizing the logo, the team updated the Shuriken (a ninja weapon), with the old japanese word Nin, which is the beginning of Ninja and means to apply ego and heart to the edge of the sword. We replaced the original team colors (black/white/gold) with punchier neon yellow and black inspired by the Tokyo drifters to Norens. The identity reinforces NIP as a futuristic, powerful and mysterious brand.
Merch Design:
New merch was crucial for this project, in reality and digitally. Collections of apparel, in-game weapons, and other merch was designed to embody the feeling and values of being a Ninja.
Results:
The launch of the new brand saw media coverage in outlets like Forbes, E-Sports Insider, The Verge and more. Since the brand overhaul, NIP has entered into unprecedented space with global partners like Samsung and Razer Inc., won The Six Invitation, one of the biggest trophies in esports, completed arguably the most marquee transfer in CS:GO history Nicolai “dev1ce’ Reedtz, set up the new WePlay Academy League, and grew overall engagement by 50%. All of this during COVID19, the ultimate test for brand resilience.
