League of Legends Worlds

THE GRIND & THE GLORY

Client
Riot Games
League of Legends

Studio
Massive Assembly

Role
Brand Direction
Type Direction
Brand System Design
Brand Expression Design

Expertises
Brand System
Brand Expression
Motion System
Experience Design

Industry
Esport
Sport
Entertainment

The Global Convergence

The League of Legends World Championship in South Korea was not merely an esports tournament; it achieved a cultural and competitive zenith, capturing a peak electrifying audience of 6.4 million concurrent viewers and generating over 145 million hours of global watch time. This iconic event functioned as a massive convergence of elite competitive gaming, high-level production value, and global pop culture, featuring the world's best professional players competing in a dynamic arena. The spectacle was amplified by a live arena crowd of 25,000 enthusiastic spectators and electrifying performances by K-pop superstars, solidifying the championship's status as one of the largest and most influential live events worldwide, demanding a visual identity equal to its immense scale and global visibility.

Engineering the Spectacle

I had the privilege of partnering directly with the renowned Massive Assembly studio to strategically lead the branding and comprehensive design system for this championship. This was a monumental, high-pressure initiative that spanned six months of intensive, collaborative production across continents. Our core strategic challenge was two-fold: to develop a visual brand that could successfully translate the fierce competitive fervor of the Worlds tournament while simultaneously integrating the specific cultural narrative of the South Korean host location. We had to ensure the resulting dynamic and cohesive system was flexible enough to perform seamlessly across multiple platforms, from global broadcast and arena jumbo screens to social media and merchandise for a multilingual audience.

Systems That Define Legacy

The subsequent case study details the comprehensive, methodical creative process behind the event's identity. Success hinged on developing a system rooted in precision and performance. This involved specialized areas such as extensive typographic research and development to create fonts optimized for high-speed motion graphics, and carefully defining the core brand tone to resonate across diverse cultures. Key structural deliverables included creating detailed, flexible motion kits for broadcast partners, designing intricate and visually impactful tagline compositions for marketing, and ultimately constructing a cohesive brand ecosystem designed to achieve maximum clarity and emotional impact across every conceivable fan touchpoint, thereby establishing the event's enduring legacy.

“This particular Worlds event was considered amongst Riot and fans as the most thrilling branded campaign. Suley’s care from start to end, enabled that success.”

“As one of the top global games holding the title for the past decade, League of Legends has rabid, passionate fans. This particular Worlds event was considered amongst Riot and fans as the most thrilling branded campaign.
Suley’s care from start to end, enabled that success.”

Eugene Seo

Partner & Creative Director
Massive Assembly
/ Riot Games

BRAND IDENTITY

Where Legends Take Root

GRAPHIC SYSTEM

Orchestrating the Clash

MOTION SYSTEM

Motion of the Rift

BRAND DEVELOPMENT

Laying the Groundwork

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BRAND SCENOGRAPHY & COLLATERALS

Immersive Frontiers
of Competition

A Celebration of Players & Fans

An immersive social event designed to bring esports players and fans together, celebrating the thrill of competition, the passion for gaming, and the vibrant community that drives the world of esports forward. This gathering offers a unique space to connect, share experiences, and revel in the excitement of the competitive spirit.

DIGITAL EXPERIENCE DESIGN

Virtual Battleground Experiences

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A global digital campaign was created to showcase the brand’s narrative, spotlighting epic battles, player highlights, team achievements.

The Online Pulse

With a significant audience across social platforms, particularly on Twitch, we crafted a blend of static visuals and dynamic motion narratives to engage and captivate viewers.

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CREDITS

Client
Riot Games

Studio
Massive Assembly
+ NMBRS

Creative Direction
Jason Yeh
Eugene Seo

Design Direction
Suleyman Yazki
Champ Panupong Techawongthawon
Jun Hong

Brand Design
Suleyman Yazki
Champ Panupong Techawongthawon
Eduardo Soldatti
Mariia Menshikova
Naomi Tirronen
Catalin Margarit
Laura Mac

System Design
Suleyman Yazki
Mariia Menshikova

R&D
Slava Leschenko
Jannes Ennen
Ronaldo Amador

2D Animation
Murilo Almedia
Federico Leggio
Caique Oliveira

Edit
Caique Oliveira

Concept Art
Jannes Ennen

3D Design, Composite & Character Animation
Slava Leschenko
Mindaugas Povilaitis
Yuee Seo
Neil Hilken
Bihhel Gabriel
Haram Jung
Baris Yavuz
Manny Contreras

NMBRS Creative Producing
Victor Hedström
Tiyam Khabbaz

NMBRS 3D, Character Animation & VFX
Eddie Chew – Griffin Animation
Isaac Olander – Tallgran
Anton Timofeev
Razvan Ciobanu
Aleksandr Timofeev
Timur Murzazhanov
Jamie Wandroph
Marco Iacopatti
Fedor Zaplatin

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Direction | Design

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