‘Teams lost their identity’: Why one games company revamped its brand architecture
A confusing corporate structure which was hampering investor relationships and leaving teams feeling isolated was key in Team17 Group rebranding to Everplay.
Brand architecture is one of those elements of a marketer’s job that doesn’t feel that important – until you realise that you have a problem and it suddenly becomes critical. This is exactly what video game company Team17 Group found out before it rebranded to Everplay last week (Thurs 23 Jan) – but first a history lesson.
Team17 is a UK-based game studio most famous for creating the Worms series in 1995 (where cute cartoon worms blow each other up with bazookas). The company grew throughout the 2000s and was eventually floated on the stock exchange in 2018 and became a public company. The holding company was named Team17 Group and consisted of Team17 and two recent acquisitions in StoryToys and Astragon.
