playVS.

This is where the branding conversation began,
and where the persona of Rivalry was born.


Project Scope

  • Brand Workshop
  • Positioning & Manifesto
  • Develop Tone of Voice
  • Brand Standards
  • App Guidelines
  • Email Marketing Guidelines
  • Digital Guidelines

play VS. is a free gaming app where players compete against rivals and win prizes – like a sweet MacBook Air, Under Armour clothing, cruises or a year’s worth of lunches at Panera. We were added to the team to strengthen the playVS. brand with a set of guidelines and define its personality. We created the persona of Rivalry, a bipartisan megafan that encourages friends to showcase their sports and gaming skills for prizes.