Today with streaming taking over the world, there isn’t anyone who doesn’t know the biggest gamer on the internet: Tyler “Ninja” Blevins. Ninja is one of the most recognizable gaming and entertainment personalities in the world. With more than 70 million fans worldwide on major digital networks, Tyler “Ninja” Blevins became a pop culture phenomenon in 2018, after he streamed on Twitch playing Fortnite alongside rappers Drake, Travis Scott, and Pittsburgh Steelers wide receiver Juju Smith-Schuster. Since then, he’s gone on to become the first creator to get an exclusive skin in both Fortnite and Raid: Shadow Legends, and was the first professional gamer to be featured on the cover of ESPN The Magazine. Recently Ninja has partnered with Los Angeles and Paris based branding and graphic design firm EAT Studio, to launch a new brand look that embodies who Ninja is today. EAT was founded in 2009 and since has evolved into a world-class creative studio. EAT now works with some of today’s most exciting startups and global brands like Amazon, Netflix, Adidas, Red Bull, Activision, Warner Brothers, NBC Universal, Samsung, and Twitch. They are at the intersection of art and expression and truly love to create. The Immigrant-Owned company founded by Women and members of the LGBTQ+ community. With members residing around the world, are perfectly positioned to tap into a wellspring of inspiration from international hubs of creativity. This access allows them to develop innovative brands that are relevant from a global perspective.
The goal in this branding was to retain brand references that pay homage to Ninja’s gaming origins while also creating and operating within a space where tech and talk collide. This new branding hopes to show loyal fans that Team Ninja is still very committed to their roots while showing those who might not understand the gaming world a refreshing concept they can relate to as well.
For those that may not be too familiar with Ninja, there is one key defining aspect to his brand- his hair. EAT Studio met Team Ninja’s objective, taking one of the streamer’s most unique and distinct features, his hair, and transforming it into a piece of iconography. Now this very key detail to the Team Ninja brand is taking up its own space across the various platforms where it’s applied and is an extension of Team Ninja. All of these seemingly minor details show the essence of Team Ninja which Tyler was eager to authentically capture and convey.
Renata Amaral Morris, Founder & CEO of EAT said, “Working with Tyler was like watching his streams, but instead of talking about games, he was immersed in creating his new brand,” she goes on to say,“Tyler and his manager Jessica were fun and professional, present and aware of what they wanted, while always appreciating our work and team. Team Ninja was a true dream client.”
Loyal fans of Team Ninja will be happy to see that this new branding remains true to Tyler’s character while leaving space for continued development as he continues to gain more recognition. Another key factor in the rebrand was changing the typography of the iconic Ninja logo. This new logo embodies the versatility many have come to recognize in Ninja’s character and career. The logotype, with its bold and varying stroke widths, proudly proclaims the Team Ninja brand while championing variety – two aspects that were also present within EAT.
“For this project, EAT’s team consisted of an international group of designers from 4+ different countries, two project managers, our CEO and account manager, Renata’” noted Gabriel Seibel, COO & Creative Director of EAT. “The professional and cultural diversity in the room brought a unique creative spark that led to so many exciting routes for NINJA’s brand.”
The unveiling took place across billboards and notable media appearances such as The Tonight Show With Jimmy Fallon, Good Morning America, and Nightline – and it doesn’t plan to stop there. Team Ninja Manager, Jessica Belvins said, “EAT was a great partner to work with as they knew from the start that this project had to be something truly special. The new look transcends the gaming world that Team Ninja already dominates, and takes it to the next level.”
So what’s next for Ninja? Tyler has set his sights on Hollywood to tell stories for fans of gaming and internet culture. Recently, he can be seen making a cameo in 20th Century Studios’ Free Guy, starring Ryan Reynolds, and can be heard in Sony Pictures Animation’s Hotel Transylvania: Transformania. He is also the author of two graphic novels published by Ten Speed Press: Ninja: The Most Dangerous Game (2019) and Ninja: War for the Dominions (2021). Additionally, Tyler is a noted philanthropist who has been active in his hometown community of Detroit as well as his new home in Chicago, Ninja was named one of TIME Magazine’s 100 Most Influential People of 2019, and is the announced sponsor of the Ninja Esports Lounge at the Matilda R. Wilson Boys & Girls Clubs location in Auburn Hills, Michigan. As a partner on Twitch, Ninja currently streams Fortnite, Halo, Lost Ark, Valorant, Apex Legends, League of Legends, and Final Fantasy XI Online.
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