The Brief
The original Kirgo brand was built before they came to HYPR. As content, events, and collaborations evolved, the brand quickly became outdated. The vision: fuse Los Angeles creator culture, streetwear, and creativity into a brand a community could get behind, whether they played online or not.
The Approach
HYPR asked a single question to anchor the entire project: what would the world’s most influential brands look like if they had a casino? Casinos have always carried the same gamified aesthetic, no culture, no identity. HYPR decided to define one.
This led to a 12-month full brand overhaul. Every touchpoint was rebuilt from scratch: logo, typography, colour palette, visual system, social templates, stream overlays, website, and merchandise. Social network processes were rebuilt to align with specific communities rather than broadcasting into the void. Kirgo Originals launched under the new brand, giving the identity a content engine to grow from.
The Results
- Total Turnover in 18 Months: 600M+
- Average Daily Users: 6K+
- Network Growth Since Launch: 500K+
The outcome was a lifestyle brand, not just a product.
Deliverables
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