Context

Riot Games teamed up with Biborg to craft the branding and visual identity for League of Legends "LEC SUMMER FINALS" in Nice.

Our objective was to create a distinct, culturally rooted, and highly impactful brandings that captured the essence of the host city as well as the stakes of the event.

Sunset into glory

For the League of Legends finals, our core objective was to deliver a strong, distinct visual identity infused with a French Riviera feeling. We embraced Nice as a city by the sea, capturing the end of day golden hour aesthetic.

The artistic direction bathes in a warm sunset aesthetic, following a strict compositional rule for every asset to build the ambiance: one shadow, one light, and one water element, like subtle ripples. We rolled this out across the entire branding package, as well as a custom typography, Nice Raffine, and a crown-shaped event logo built from extending sunset shadows.

When the sun goes down, the games start and the intensity rises. The crown logo creates a direct parallel to our key visual's centerpiece: Queen Fiora. Swift, stylish, and lethal, her fencing background perfectly echoes French culture and royalty. Crafted alongside a French illustrator, the atmospheric visual captures Fiora issuing an arrogant "come over here" finger motion.

Illustration: PapayouFR

Results

Our assets covered the event for three days, displayed across various formats for fans both on-site and online:

• 9K+ live spectators saw the branding on the screens of the Arena.
• 439K peak viewers reached on stream during the broadcast of the final.

Photos: Michał Konkol, Aurore Tapie, Wojciech Wandzel/Riot Games