Product/ServiceGAMING STUDIO
Category A02. Rebrand / Refresh of an existing Brand
Entrant BOLD Stockholm, SWEDEN
Idea Creation BOLD Stockholm, SWEDEN
Production BOLD Stockholm, SWEDEN
Additional Company BKRY Stockholm, SWEDEN
Name Company Position
Oskar Lübeck Bold NoA Creative Director
Michael Olaye Bold NoA Chief Growth Officer
Harry Elonen Bold NoA Client Director
Oliver Helfrich Bold NoA Creative Director
Tina Thornander Bold NoA Senior Account Manager
Lova Henrikson Bold NoA Account Manager
Carina Lockhart Bold NoA Account Manager
Michael Laning Bold NoA Design Director
Yun Yu Bold NoA Design Director
Eva Aggerborg Bold NoA Design Director
Carl-Johan Nordin Bold NoA Senior Designer
Martin Klint Bold NoA Senior Motion Designer
Kristian Bjureby Bold NoA Senior Motion Designer
Whitney Macaluso Bold NoA Designer
Ivo Rubboli Bold NoA Designer
Joar Lenz Bold NoA Audio Creative
Jenny Ahnell Ahnell Mojang Studios Senior Brand Producer
Markus Toivonen Mojang Studios Creative Director
Wiktor Persson Mojang Studios Art Director Brand
Lydia Winters Mojang Studios Chief Storyteller
Thomas Wiborgh Mojang Studios Head of Creative Communications
Samuel Åberg Mojang Studios Director of Sound


Mojang Studios are the creators of Minecraft, the bestselling game in the world. But with fierce competition in the gaming industry over who can attract the best talent, gamers and followers, Mojang Studios needed an identity update to fix any bugs and help them stand out.

Describe the creative idea (40% of vote)

Play is in Mojang Studios’ DNA. It’s the magic ingredient that makes their games so popular. It informs their brand purpose. It’s even in the definition of their name (which roughly translates to “gadget” in lovely, old-timey Swedish). Play is at the heart of everything Mojang Studios do, so we put it at the center of their new brand identity.

Describe the execution (40% of vote)

The new design system is built around a collection of quirky little gizmos called The Mojangs. They take the form of six graphic shapes that reflect the playful nature of Mojang Studios. These cute characters feed on inspiration. They’re symbols of crafting and inventing, of collaboration and unbridled curiosity. From small glyphs in the typeface to oversized illustrations and animated 3D objects–they happily bend and flex to suit whichever medium they find themselves in. When animated, The Mojangs interact with their environment in all sorts of ways, from simple movements, like spinning and rotating, to more complex behaviors. The new identity also includes sound and music design, creating a wholly immersive experience on all platforms.

List the results (20% of vote)

The new identity has helped Mojang Studios level up their product and game development. It has also captured the attention of their millions of followers, with the launch film reaching more than a million views on YouTube in the first 24 hours.