LCA Rebrand
Branding, Typography, Environmental Design, Visual Identity
Sports have shaped our personalities and culture for generations. In this digital age, where playing games and competing online against other people is a trademark pastime,
E-sports has struggled to find a consistent presence within American society. While E-sports has rapidly emerged as a global phenomenon, attracting millions of viewers
and participants; the industry has seen significant growth in regions like Asia and Europe, yet North America is failing to recognize and leverage the potential
of e-sports.
In a country that strives for originality, trendsetting, and chasing dreams; the United States is lacking in an opportunity to lead a new entertainment space in this digital age. To shift these perspectives, design can be used to define a distinct culture for American e-sports, to foster fandom, to develop a unique visual identity, and to unite people from different backgrounds.
The goal for this project was to create an environment that spurs fandom, energy, and passion by crossing Soccer culture with E-sports.
I approached this project with the intention of defining the future of e-sports in North America. Currently the way e-sports is conveyed and communicated needs to be designed in a manner that is versatile and flexible. Just as Graphic Designers are in between all creative mediums, e-sports need to observe how other sports leagues have grown in popularity and design systems that will lend themselves to grow into the future.
