Leagie of Legends eSport

LOL Esports

WHERE THE GAME BEGINS

Client
Riot Games

Client
Massive Assembly

Role
Type Direction
Graphic Design

Expertises
Brand Expression
Motion Design

Industry
Esports
Sport
Entertainment

Defining a global legacy

Since its inception in 2011, League of Legends (LoL) Esports has evolved from a competitive circuit into a global cultural phenomenon, commanding one of the most passionate and expansive audiences in sports history. To reflect this magnitude, Riot Games initiated a strategic push to elevate the brand’s online presence effectively. The challenge was to move beyond static assets and define a distinct animated signature—a fluid motion identity that would serve as the connective tissue for their digital communications. The goal was to ensure that every visual touchpoint did not just convey information, but resonated with the authentic, high-stakes spirit of the game itself.

Mastering the primal elements

In collaboration with the team at Massive Assembly, I helped orchestrate a visual narrative that drew directly from the source material: the Rift itself. We stripped away the digital veneer to focus on the visceral, physical mediums that power the game’s universe: water, fire, wind, ice, and earth. The design process was an exercise in elemental alchemy; we explored how these forces could interact with typography and layout, creating a motion system where letters didn't just appear, but emerged from glacial ice or ignited into flame. This wasn't merely decoration; it was a deliberate translation of game mechanics into brand aesthetics, ensuring the visual language felt raw and powerful.

Igniting the digital arena

The integration of these elemental physical mediums transformed the LoL Esports identity from a corporate broadcast package into a living, breathing entity. The new animated signature successfully bridged the gap between the professional league and the fantasy world players inhabit, creating an immediate emotional connection with the community. By grounding the brand language in the lore fans cherish, we strengthened the overall visual system, delivering a cohesive and dynamic experience that reinforces LoL Esports' position as the premier destination for competitive gaming.

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STYLEFRAMES

At the heart of the elements

ARTISTIC RESEARCHES

Between typography and substance

My plastic research was based on establishing a connection between the different typographic characters of the name and the physical elements used in the game.