How we created a mind bending brand experience to mirror the immersive reality of the DNA VR IRL

The Only Limit Is Your Imagination

The Brief
The team at DNA VR wanted a new approach for their brand, website and presence that delivered bigger impact and aligned with their goals for the future. From the visual and verbal identity and digital experience to in-venue styling, apparel and merch, this project touched on every cornerstone of the brand at large.

Our Approach
We kicked off with an in depth brand workshop to better understand the DNA VR history, mission, vision and values. After an audit of their competitors across the UK and beyond, we created a brand matrix which allowed us to identify opportunities in the market, helping guide our design thinking.

As a company that pride themselves on taking customers to mind bending realities, we wanted this rebrand to embody the other worldliness of what DNA VR offers, helping them stand out from the crowd and capture attention for all the right reasons.

This identity needed to be versatile, creating a slick and engaging digital experience as well as being brought to life through fun, real world applications. It had to create trust in the brand and appeal to a wide range of ages and demographics, whilst inspiring excitement in the experiences that DNA VR offer.

The Results
We landed on a balance of acid-house inspired mind-bending edginess with a premium treatment to build authenticity. The final logo choice depicts two players in the throes of experiencing mind bending realities themselves, showing rather than telling what the DNA VR experience looks like. The final result is a brand and identity that is slick, edgy and cool, as well as reassuringly premium and consistent in both visuals and tone of voice.

We’ve loved watching the team go from strength to strength, growing and dominating in the UK VR space 👾