We Launch agency behind rebrand of MyCujoo football-streaming platform

Josh Peachey's picture
by Josh Peachey

London creative agency We Launch has completed the rebranding for MyCujoo, a football community platform that's gone through a period of significant growth.

We Launch delivered a new logo, visual identity, and brand values for MyCujoo, which originated as a football streaming platform, working with federations, leagues and clubs to give visibility to the 99.9% of football left behind by traditional broadcasting.

MyCujoo became the first streaming platform to show live games from six continents on the same day. MyCujoo is fast becoming the largest football community platform and the increase in content has brought with it a highly concentrated youth audience, 80% of which are consuming content on mobile. 

Paul Bailey, Strategy Director at We Launch, said: "As the gap between elite and grassroots sport grows ever wider, the MyCujoo brand is an energiser in encouraging a powerful sense of belonging and ownership by people who love their game. A brand that appeals to all audiences, from governing bodies to fans and players."

We Launch proudly holds the title of the highest climbing agency in Design Week's list of the ‘Top 100 UK brand consultancies 2018-19’.

The logotype was inspired by fans and their chants, whilst the existing MyCujoo primary colour palette was evolved, embracing a vibrant green to symbolise growth, freshness and grassroots sports.

David Fowler, Director of Marketing at MyCujoo, added: "In 2015, we streamed our first ever game on the platform, FC Zurich Women’s Team in Switzerland. Fast forward to 2019, we now stream content from over 120 countries across the world, we have a highly focused audience of young fans and players. The brand needed to evolve to keep pace with the growth, and we are incredibly excited with the outcome.

"The focus on distinctive assets aligned with flexibility to allow us to keep a creative edge was vitally important, and We Launch have provided us with a brand fit for the future."

MyCujoo’s technology allows live streams to be broadcast from a device as simple as a mobile phone to multiple media including MyCujoo’s platform; a user app for Android and iOS; and embedded streams on rights-holder and third-party platforms. Using this, the platform is aiming to stream 150,000 matches a year. 

Launched in 2014, MyCujoo completely subverts the traditional sports broadcasting model by providing free broadcast technology to rights-holders and free content to viewers. Pursuing this unique model, the platform is on track to become the world’s biggest community of football fans, players, clubs and federations.