When DreamHack moved from a small city to Stockholm, it faced a new level of competition and visibility. The brand’s legacy perception as a LAN party for basement dwellers eating junk food and staying up all night was a huge issue in attracting visitors. We needed to bridge the gap between the legacy image and the reality of modern day DreamHack events. Our events is now more than just a big hall full of computers. I was asked to create a plan and a brand playbook to help guide how the brand should show up in this new environment.

As Senior Brand Manager at EFG, I led the work from start to finish, this involved defining the scope, setting the processes and coordinating stakeholders across teams. I also worked very hands-on throughout the project, from writing the initial brief to tinkering with designs and rolling out the finished playbook and onboarding teams and partners.

And the results? DreamHack Stockholm became the most successful European festival in the brand’s history. Attendance hit record levels the first event with 53,000 visitors over the weekend and grew the next year to over 60,000 visitors. The expo sold out faster than ever and the updated positioning helped attract a broader mix of visitors, partners and exhibitors. The playbook went on to shape how we communicate the brand moving forward.