How We Launched DNINE As A Contender Against 500% Bigger Rivals

THE NUMBER ON HIS BACK BECOMES THE BRAND

Everything started with that “9” on Deepak’s jersey—his identity on the pitch. We sketched until our hands cramped, transforming that single digit into something special.

1. THE LOGO: FROM LOCKER ROOM NAPKIN TO FIELD-READY ICON

After dozens of versions, we created something that felt right:

• A “D” and “9” flowing together like a perfect cricket stroke.
• Two versions: the D9 symbol for gear that needs to breathe and the DNINE wordmark for maximum impact on SM & Other assets. 
• Black and silver base colors that feel reliable when pushing limits.
• Red, blue, and yellow accents that catch your eye like a crucial boundary.
• Every angle at precisely 11° creates forward motion that says this brand never stands still.

2. THE BATTLE CRY: “GO ALL IN”

• This wasn’t a committee-written tagline. It came from watching Deepak train.
• “Either you commit completely, or don’t waste your time,” he told us between sets. “There’s no halfway point in cricket. You GO ALL IN.”
• Those three words stuck—not because they sound good, but because they’re true. They’re what separates champions from contenders.

3. THE RULEBOOK: BUILDING BRAND DNA

A great team doesn’t just have talent—it has a system. Our brand identity deck delivers the complete DNINE playbook:

• Origin story that gives everyone the emotional background of why this brand exists.
• Mission statements focused on actual goals like equipping grassroots players.
• Technical specs ensuring the logo looks sharp everywhere.
• Color codes matching perfectly across all applications.
• Typography that feels athletic without trying too hard.
• Voice guidelines that help everyone speak DNINE.
• Real examples showing how everything works together.

This wasn’t  just a presentation—it’s the playbook that keeps DNINE performing across every touchpoint.