How we gave a brand its stadium roar.

About

GAMEXDAY is an Australian sports hospitality company offering curated experiences that combine live sport with comfort and convenience. From premium seating and fine dining to private transfers and post-game entertainment, they make match day feel effortless, exclusive, and unforgettable.

BrandingCampaignWeb & Digital

Detailed Scope

Brand Identity Design
Logo Design
Visual Language Development
Motion Design
UI/UX Design
Website Development
Art Direction
Campaign Film

Challenge

Before launch, GAMEXDAY needed a brand identity that could capture both the thrill of live sport and the polish of hospitality. The challenge was to bring together multiple sporting worlds under one identity while keeping the experience refined, modern, and ready to scale across digital and motion.

Solution

We created a brand identity and motion design system built to play across every arena, from print to pixels to stadium screens. A robust logo sat at the centre of the system, supported by a flexible visual language, an intuitive website, and a motion film designed for live venues. Together, they gave GAMEXDAY a brand as dynamic as the experiences it offers.

There’s something about a stadium. The lights. The noise. The pulse in the air.

GAMEXDAY came to us with an idea to turn a day at the game into something extraordinary. From private suites and fine dining to luxury transfers and post-game celebrations, they imagined experiences that felt effortless yet unforgettable.

Our task was to give that idea form. To build a sports-branding identity that carried the thrill of live sport, the ease of experience, and the roar of a stadium.

Designed to Clash.

Every sport begins with a moment of tension. Two sides, one goal, and the energy that builds before impact. That idea became the foundation of GAMEXDAY. The “X” in the logo was shaped around that instant, the clash, the collision, and the motion that follows. Two chevrons charging toward each other, balanced in strength and precision.

It became a symbol of movement and competition, something that could belong to any sport yet remain unmistakably its own. Shorter lock-ups like GXD extended the identity across print, digital, and motion, keeping it confident, adaptable, and ready to play anywhere.

Too many sports. We had to find a common ground. So we found one. The ground.

For the design language, the challenge was to create a visual system that could represent multiple sports without feeling scattered. Each game came with its own visual cues, from teams and equipment to scale and movement, and finding one idea to hold them all together was not easy.

Our breakthrough came from looking closer at what all sports share: the field. By tracing top-view outlines of each playing surface, we built a set of lineal wireframes that turned variety into unity. Clean, flexible, and instantly recognisable, it gave GAMEXDAY a visual language that could move with any game.

Taking it to the web.

The website brought the brand online with the same sense of ease and motion. Designed as a seamless digital experience, it let users browse experiences, book packages, and customise plans without friction.
A custom admin dashboard allowed the GAMEXDAY team to manage events, imagery, and itineraries in real time, turning the platform into a living part of the brand.

Built for Stadium Screens: The Roar in Motion.

The final challenge was to create a motion film that could carry the brand inside a stadium. It had to play on giant screens, hold attention amid the noise, and make sense with or without sound. The film had to speak through movement alone. No text, no voiceover, no words. Just rhythm and the essence of sport.

We built it frame by frame, crafting each transition by hand. Every sequence moved from one sport to another, connected by a single idea: the motion of play. Designed to run endlessly, it captured what the brand stands for in its purest form, a piece of motion design built for sport, unity, and the roar of the game.