Challenge With mobile esports not yet hugely popular and widely known across EMEA, MENA, and CIS, our main challenge was to create awareness of the first tournament of this mobile game. Another challenge we also faced was in how we could clearly differentiate between League of Legends PC, and League of Legends: Wild Rift, while still maintaining the distinctive branding that was a key characteristic of Riot Games.
Idea By positioning League of Legends as the serious older brother, we wanted to introduce League of Legends: Wild Rift as the more fun and colourful sibling. With the esports mobile scene being more diverse and inclusive than other esports scenes, we decided to present the brand persona of this tournament as uplifting, audacious and accessible, through art direction and messaging. We married consistent nomenclature throughout all territories with the usage of triangles to emphasise the duality of team based combat. Spiked elements were added to the background to accentuate the dynamism of the tournament. To stand out from other mobile esports tournaments, we adopted a playful approach and used a fresh colour palette and gradients across all assets.
Results Alongside the main announcement video (which generated more than 100k views across various social networks!), we produced a variety of assets for the website and the tournament broadcasts. Riot loved the work and happily applied our art direction and branding throughout the broadcasting stage.