The tech firm unveils its new positioning through a fresh image and a dynamic discourse strategy, embracing a transformed corporate identity
etermax, the international technology company renowned for creating global phenomena such as Trivia Crack and Word Crack, is advancing to the next phase in its global corporate positioning as it unveils its fresh visual identity. After a decade of delivering entertainment-driven experiences, the firm reveals an image that mirrors its current state and future vision: crafting a universe founded on technology, creativity, and interconnected communities.
With a globally renowned presence in the gaming industry, etermax is evolving into a comprehensive global technology company that also specializes in developing in-game advertising and artificial intelligence solutions for businesses. Started in 2009 with a financial mobile app, the company later transformed into a prominent player in the video game sector. It initially gained recognition for creating a mobile version of a classic word puzzle board game with Word Crack and for revolutionizing the trivia game experience with Trivia Crack. After a decade of substantial growth, it unveils a fresh brand positioning and a revamped visual identity system to reflect its expanded horizons.
“Our brand identity highlights the ‘X,’ as it symbolizes multiple meanings that are deeply embedded in our DNA. We embrace experimentation and confront every unknown factor with analysis, tackling it head-on with data. We view mistakes as an inherent part of the process, using them as valuable learning opportunities.”
María Soledad López, Head of Communications.
The company’s brand architecture follows a House of Brands strategy, with “etermax” (in lowercase and bold) serving as the primary brand. It comprises three distinct business units: Gaming, In-Game Advertising, and Artificial Intelligence, all sharing the common goal of developing technological solutions for the challenges of today and the future. As part of this new framework, the company has introduced a new tagline: “GAME CHANGERS.” This tagline encapsulates the spirit of both etermax and the team driving the brand forward. “We are daring, capable of pushing boundaries, and creating the unimaginable, consistently exceeding expectations. We don’t wait for instructions; we are the trailblazers,” affirms López.
In terms of color usage, the predominant palette consists of white and gray, symbolizing the blend of technology and the industrial heritage of its primary brand. These are complemented by simple yet distinct colors that characterize the individual business units. Green embodies etermax Gaming, where the company fosters entertainment and connections through casual games. The forthcoming evolution of flame by etermax, soon to be etermax In-Game Advertising, will be represented by red, signifying future game advertising strategies. Lastly, etermax AI Labs, dedicated to innovating and implementing business solutions through experimentation and Artificial Intelligence, will be distinguished by the color blue.
As a product of an extensive examination of the company’s culture and future prospects, this project, spanning nearly a year in duration, was spearheaded by etermax‘s Communications team. It involved collaboration from professionals across various offices and departments within etermax, in addition to the expertise of FutureBrand, a specialized branding consultant, and the design studio M4.
You can access and download images and videos of etermax‘s new identity here.