Nordic esports organisation North announced a slew of dramatic changes in January that included a revamped logo design and retooled organisational strategy.
The announcement came nearly three years to the day that North was founded as an esports affiliate of F.C. Copenhagen. Despite a strong run of team acquisitions and brand partnerships, the rebrand occurred because of “critical elements” that needed to be addressed at the “very foundation of the organisation.”
Alexander Mørch Pedersen, Chief Marketing Officer for North offers a deeper look into the rebrand and why he knew it needed to go further than just a new logo.