As the world's largest esports company, ESL needed a world-class identity to match, which could represent a hugely diverse range of videogames. Inspired by 'hidden worlds', Superunion tapped into a rich universe of secrets, codes and hidden stories in a versatile scheme pitched perfectly at the target market: 15-20-year-old gamers. Iconic moments from classic games are embedded within intense camouflage patterns, designed as an 'Easter egg' that only hardcore gamers can truly appreciate. With a vibrant neon RGB palette optimised for screen, the distinctive design language translates across every genre, from geeky strategy to violent battle royale – while remaining unmistakably ESL throughout. The branding comes alive in digital applications, where flat graphics on 2D posters explode into dramatic 3D worlds using AR, and is applied across ESL gaming tournaments – from wayfinding to on-stage graphics.
Company: The Clearing
Project: Celebrity Fitness
Company: Mr B & Friends
Project: Bristol City Football Club
We developed an identity that puts injured servicemen/women and their inspirational stories centre stage, and we made it collaborative - something everyone could pick up and participate.
The inspiration for the "I AM" idea - which became the Game's rallying cry - came from the final lines of the poem "Invictus" by William Ernest Henley:
Company: R/GA London
"The Game Before The Game" shares the pre-game rituals of football (soccer) players, fans and celebrities around the world, as they silence all doubts, distractions and fears in their preparation for victory. Every ritual from every player and nation is completely authentic; as is the role that Beats headphones has come to play in each athlete's preparation for the game.
Company: R/GA London
By tapping into Google's rich pool of Search data R/GA London identified that the way people all over the world turned to Search during big events offered a fascinating glimpse into what the world was thinking. They designed and built a process that took real-time search data, crafted it into a highly shareable pieces of content, and released it out to the world during the tournament. These pieces of content were called Trends.