League of Legends Worlds Korea
The Grind & The Glory
CLIENT
Riot Games
League of Legends
STUDIO
Massive Assembly
ROLE
Brand Direction
Type Direction
Brand Design
EXPERTISES
Branding
Typography
Brand System
Motion Graphics
SECTOR
Esport
Entertainment
The League of Legends World Championship in South Korea broke records, drawing an electrifying audience of 6.4 million viewers.
This iconic event brought together the world's best competitors, immersive fan experiences, K-pop superstars, a live crowd of 25,000, and over 145 million hours of watch time.
In partnership with Massive Assembly studio, I led the branding and design system for the championship, a project spanning six months of intensive production. The case study below delves into the comprehensive creative process, encompassing typographic R&D, brand tone and system development, motion kits, intricate tagline designs, and the creation of a cohesive and impactful brand ecosystem.
BRAND IDENTITY
Where Legends Take Root
GRAPHIC SYSTEM
Orchestrating the Clash
MOTION SYSTEM
Motion of the Rift
BRAND DEVELOPMENT
Laying the Groundwork
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
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.
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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