Danish esports organisation North has undergone a rebrand and reorganisation.
The changes were revealed after a social media blackout that began on the 5th January, and include a new logo and a “new professional approach” to its marketing.
North has also hired performance coach Christian Engell, who will work alongside another recent hire, Graham Pitt (read more), with the aim of improving the organisations form this year.
Discussing the changes Chief Marketing Officer for North, Alexander Pedersen, explained:
“We have made significant changes to the way marketing is done at North, both by increasing our budgets substantially but also by professionalizing the team doing brand-marketing. We want to create a “why” to follow North, not just by doing what everyone else is doing.
“To be a top organization globally, you have to play the long game; creating brands takes a certain amount of endurance and commitment. Creating something that makes people actively selecting us as their organization to support; that’s what we want.”
North fields teams in CS:GO and FIFA, and currently has commercial partnerships with Capgemini, Sennheiser (read more) and Pinnacle (read more).