72hrs - 72CREW Rebrand - Chris Praoline

Client

Thomas "72hrs" Mulligan

Date

2020

Role

Designer

72hrs, Tom Mulligan, is a professional esports player for Team Liquid and creates content on Twitch and YouTube. He has a rich history in the industry from playing Dead by Daylight and transitioning over to Fortnite, where he became a professional player, and has participated in a variety of different tournaments and events for the game.

In late March 2020, Tom comissioned me to refresh his brand identity from his "Majora's Mask" inspired brand. Giving his stream a fresh new lick of paint.

Following meetings with Tom, 72hrs, we decided to outsource the logo to Creative Grenade to ensure the project was maintained and executed to the highest possible quality.

This allowed me to spend time on additional parts of the project and deliver a project that was cohesive and to the brief.

As we progressed through this project we wanted to keep a strong sea and sailor influence, and often going between modern sailor and pirate thematics.

With certain elements we decided to take inspiration from mythical pirate stories; having influences from underwater treasure. We wanted a reccuring element throughout the products, and we utilised the eye sockets from the logo to produce an erie light shine effect which can be found in almost all of the end products in the project.

Within the project we wanted to create a cohesive and refreshing brand across multiple platforms, this included creating social media assets for Instagram, Twitter and Youtube.

We also created brand relevant assets for his Twitch community including Subscriber Badges based on various gem stones. And, panels for below the stream. These were playing on the subniminal theme of mystical and underwater.

Creating the stream alerts was a challenge. We wanted to produce something which was short and snappy that reflected the brand -- the inclusion of the eyes animation and the logo ties the alerts with the entire project.

With Tom being a large streamer he often receives hundreds of alerts per stream and with this we wanted something which would reflect multiple situations; so I produced different tiers of alerts.

Using StreamElements we were able to create fresh and stylish alerts which reacted in different ways depending on the event; Tier 3 subscription alert (Displayed to the left) for example display multiple effects over a Tier 1 subscription alert.

Various Alerts produced for 72hrs - Donations, Subscription and Bits events.

Within the project I was tasked to create a selection of scenes for Tom's stream. This included:

1. An Intermission scene where he would have a large cam area and display either his stream chat or hall of fame. We decided to pursue the hall of fame display to further emphasis who has support the stream the most.

2. An in game overlay which displays recent support information such as: recent donor and recent subscriber/resubscriber. Utilising StreamElements' overlay editor we were able to have the new logo animate in and out with the Liquid logo. We also included Tom's social media so even in clips people would be able to find Tom.

3. A stream introduction and outro video to build pre-stream hype and to allow all notifications to go out to followers. This is in the same vein as the other motion graphics to ensure a cohesive brand. There is a subtle inclusion of the mystical eye animations as well.