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Building a world-class entertainment brand

Having grown rapidly through expansion and acquisition, Playtika was listed on the Nasdaq and had global operations with over 2,000 employees across 18 locations around the world. They needed a strong master brand to reflect where they’d got to and where they were heading to bring all the studios together under one roof. So it was clear, the new brand needed to excite and engage its people, drawing in its various games studios and optimising the growing portfolio, paving the way for its exciting and rapidly accelerating future.

It all started with a core idea that became the brand proposition 'infinite ways to play'. Bringing together multiple aspects of the brand and business together thorough the different games, as well as it’s ambition for further acquisition and category development.

What we did

  • Brand identity
  • Art direction


  • Strategy – PeopleMade
  • Interiors – n+o studio, Tel-Aviv
  • Activation – Awesome, Tel-Aviv

Evolving the symbol and logotype

In true startup fashion, the original Cheetah symbol and logotype were drawn by one of the first employees who is still a big part of the company. With this in mind, it needed to evolve sensitively, giving it more confidence and presence, and allowing it to work better with the game content. The logotype was redrawn from scratch to bring it up-to-date, to match the new symbols form.

Empowering the studios

From the start, we wanted a new identity system with the flexibility to reflect each of the individual gaming studios in the company portfolio. Studios are encouraged to create their own Cheetah texture, which represents them, using the new colour palette. This important aspect allows them to maintain something of their own creative spirit whilst becoming part of the larger group.


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