Ultraverse began life as EkRuzer — an electric scooter product with an integrated AR game platform bolted on. The technology was genuinely novel, but the brand told the wrong story: it positioned a potentially global AR gaming platform as a hardware accessory. TDS Australia was engaged to rebuild the brand around the bigger idea.
What was the challenge?
The rebrand had to perform an inversion. The AR game platform — a new-world AR gaming experience with global ambitions — needed to become the hero, with the brand repositioned from a niche electric scooter product to a major startup in the making. That meant a new name-forward identity, a new narrative, and a brand system capable of carrying the company through investment conversations and international expansion.
What did TDS Australia deliver?
Rebrand strategy
A complete strategic repositioning from EkRuzer’s hardware-first identity to Ultraverse — a brand built around the AR game platform and the world it promised.
New brand identity
A visual and verbal identity designed for a global technology audience: ambitious, distinct and scalable across gaming, hardware and platform contexts.
Startup positioning and rollout
Brand assets and positioning built to support the company’s trajectory as a high-ambition startup — from pitch materials through to platform-facing brand expressions.
What were the results?
A brand transformed from a product label into a platform story. The Ultraverse rebrand gave the company an identity sized to its ambition — a new-world AR gaming brand positioned to compete globally, rather than an accessory brand competing locally.
Frequently asked questions
What did TDS Australia deliver for Ultraverse?
TDS Australia delivered the complete rebrand from EkRuzer to Ultraverse: rebrand strategy, a new visual and verbal identity, startup positioning and the brand system rollout across pitch materials and platform-facing expressions.
Why did EkRuzer rebrand to Ultraverse?
The original brand positioned a potentially global AR gaming platform as an electric scooter accessory. The rebrand inverted the story, making the new-world AR game platform the hero of a startup positioned for global ambitions.
