ESL Gaming

ESL were one of the originators of esports but were fading into the background of their peers. The new visual identity was created to disrupt and shake up the category, most esports brands repurpose the visual language of traditional American sports, and as a result ending up looking very similar. Our aim was to create something braver and more distinctive.

The world of esports is proud, passionate and tribal, so we created an identity that felt tribal, that could be owned by its followers as something unique to them with nuances they could recognise and relate to.