Following our work with the LEC (Europe's professional ‘League of Legends’ teams), we worked with Riot Games again to relaunch their Latin American esports league; the LLA.
Two rival North and South Latin American leagues had recently been merged, without much input from either community. Fans felt like some of their spirit had been lost along the way, and the new brand didn’t capture their region. Our challenge was to reinvigorate the LLA with new energy, and give the world a reason to watch a Tier 2 league.
We spent three weeks travelling around Latin America with LLA’s core team, speaking to fans and internal teams. Riot were worried about upsetting their community with anything controversial, but the league’s passion and spicy attitude shone through. We knew it needed to be celebrated and harnessed into an identity that represented underdog spirit and fierce resilience – something everyone could be proud of.
We united the league with one attitude: ‘Show Yourself’. It’s about proving yourself to the world and never holding back, leading to a fiery, outspoken graphic language. To express this new core positioning we crafted a bold new logo with a DIY spirit which puts the League back into the hands of the fans, along with a corresponding custom tape type. This new raw look and feel encourages LLA to infuse its fiery spirit – 'Fuego' – into all communications. When ‘Fuego’ is paired with a second, more authoritative new type, ‘Hielo’, the stylistic juxtaposition lets LLA communicate facts while injecting messages with a sense of irreverent humour.
With a brand that brings to life the passion and vibrancy of the LLA’s community, we’re excited to rollout across all channels and show the world why they’re the ones to watch.
"The rebrand of the Liga Latinoamerica was not only an exceptional example of DesignStudio's strategic and creative prowess but a testimony of their ability to stretch beyond their comfort zone. The esports world is not easy to understand for outsiders, and even more when mixed with Latin American culture, but Design Studio tackled this challenge with unparalleled passion and method. As a result, together we came up with a unique and bold brand, one that truly embodies the competitive experience Riot plans to deliver to the fans for years to come." Andrés Cerro, Brand Manager, Riot Games LATAM