“It’s hard to put into words how awesome it was to work with DesignStudio on this project - this brand is the result of what a meaningful collaboration looks like, and consequently helped us shape the future of our sport”Joe Pecchia, Senior Brand Manager, Riot Games
Esport is exploding. With millions of people watching professional gaming simultaneously around the world, it’s emerging into the mainstream. A shift that’s partly down to Riot Games, who’ve developed one of the world’s most successful games (League of Legends), as well as broadcasting and running global competitions.
Riot wanted to create the world’s most engaging esports league, and our challenge was to reimagine the European League of Legends Championship Series (EU LCS). The competition needed a new identity to set it apart from its North American counterpart, and push it beyond traditional sport clichés – with a framework that could flex to any exciting direction the future pushed them in.
We immersed ourselves in pro-gaming culture, and met a hugely diverse community united by their love of gaming. The humour of the fans and shoutcasters made tournaments entertaining beyond competitive play. The new brand needed to embody this lively but driven community spirit, leading to our strategic proposition ‘Unleash Together’.
Alongside a new name: ‘League of Legends European Championship’ or ‘LEC’ for short, we created a fresh new identity and broadcast package, influencing the roadshows and set design. The new logo and graphic language represent the explosive energy of different teams, symbolised by a two-sided crown.
There’s been a huge increase in viewing figures, and we’ve built a brand with the breadth to translate across all touchpoints, however functional or whimsical. From the broadcast toolkit and campaign graphics, to films, stage design, immersive events – even a specially crafted trophy. It’s part of our mission to continue engaging fans in new ways, and position LEC as an entertainment experience parallel to world class events.
We’ve already worked with LEC on its first two finals since rebrand. Using each host city’s characteristics and history to create exciting narratives, our finals aren’t just sporting events, they’re transportive experiences. Rotterdam saw the birth of a new age amongst its radical architecture, while Athens was an underground rebellion, taking over the city with protest graphics and immersing fans in a technological finale at the arena. Our ongoing relationship with Riot Games and the LEC means more incredible projects to come, and we can’t wait.