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Debuting The Desert Vipers

How we developed the identity for the brand-new UAE cricket franchise.

Author

Dave Cooper

Date

21.02.2023

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2023 saw the very first International League T20 take place, an ongoing 20-20 cricket tournament being played in the United Arab Emirates, and we were proud to see a little piece of IMA-HOME there.

Last year, we were approached by a brand-new UAE cricket franchise in need of a name and logo developing ahead of the International League T20, which kicked off in January of this year. The franchise stakeholders had seen our previous work for the Caribbean Premier League (CPL), a similar T20 cricket tournament held in the Caribbean, and were keen to hear how we could help them too.

First, we devised and ran a naming workshop with Creatives, Copywriters and Strategists from across the agency, working closely with key stakeholders from the franchise to bring the vision to life.

We landed on the name ‘Desert Vipers’, which draws inspiration from the natural world and the team’s geography. The Viper shares attributes which are key in T20 cricket too, such as speed, reflexes, and ruthlessness.

We then designed an identity to complement the new name, creating a striking new logo that visually captures the same attributes and instantly positions the team as a strong and aggressive competitor.

It’s been a great pleasure working with Desert Vipers on this project and developing the identity from scratch. We’re thrilled it’s been received so well by the team and fans, building on the work we’ve done in the sport in other corners of the globe.

The Desert Vipers played a successful tournament, making it all the way to the final and finishing in second place of the inaugural league.


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