Visual identity and microsite for a global esports agency
Project type: Visual identity and microsite
Client: Different League is a global esports agency
Dates: May to July 2018
Services provided: Brand research, brand coaching, logotype, icon, colour palette, graphical style, photographic style, typographical style, verbal branding, key messages, business card design, letterhead design, website design, image curation and processing, copywriting, website development, social integration, e-mail and hosting set up, training.
‘I have to say the visual identity and website are phenomenal, I really feel delighted looking at it as it truly reflects the vision that I had from the very beginning.’
Oliver Chesses, Player Manager, Different League
Esports is exciting. It is a rapidly growing global phenomenon which will become as big as any other sport over the next ten years. That is how we were sold on this project and got involved with Different League. Oliver, the Player Manager is a compelling guy. He is an achiever having reached the actual final of the global Fifa Esports competition during his playing career. Yes. The actual final. He was literally one of the top players on the planet in recent years. You have to be pretty driven to achieve that.
Esports. We couldn’t resist. The chance to work on a project that stretches our creativity and takes us into a new space was too much. Computer games right? We jumped in.
Following a good brief and a very thorough brand research phase the vision for Different League became clear. We reviewed key competitors and sought to develop an identity that was distinct in the marketplace while building on visual associations held by the target market already.
With the audience being steeped in visual language (constantly looking at their screens) and pretty tight on meanings and references we worked hard, with many revisions, to get the identity just right. Get it wrong with this target market and they will spot it a mile away and won’t be very forgiving. The typeface has a retro feel while the neon effect is reminiscent of gaming cafes. The triangle speaks for itself – if you play a lot of Fifa that is.
After the identity was finalised we set about developing a range of mock ups to illustrate how it might work in practice on platforms like Twitch.
Speed to market was important with this project so we began work on the website which, after being so immersed in the brand identity, came quite quickly to the delight of Oliver and his team.
A simple but stylish site, it had to convince visitors of all types, whether players, sponsors and even competitors that Different League is serious about ‘Putting the players in control’…