Providing a catalyst for an events brand and its dynamic visual language to take center stage.

Chaos Theory, a South African events agency most famous for bringing the IPL cricket league to South African audiences, decided to reinvent its brand after 12 years of leading the market in South Africa. With the company reaching a critical turning point, it was decided to reinvent their brand to show that they were ready to take the next step in their growth. The brandmark is an evolution of their previous mark: a graphic representation of the concept of the butterfly effect. The refreshed identity simplified the idea, turning it into an exciting visual language that can live across both printed event collateral, as well as their plethora of digital platforms.