DESIGNSTUDIO NYC
RIOT GAMES ︎


BRAND IDENTITY / BRAND LOCALIZATION / BROADCAST TOOLKIT / MOTION DESIGN


DSNY CASE STUDY ︎︎︎
BRAND NEW ︎︎︎
GRILLI TYPE ︎︎︎

Riot Games launched WildRift: a mobile version of League of Legends with the ambition to become the world’s premier mobile-first esport franchise. They needed an esport ecosystem that would speak to fans and players worldwide; a multifunctional brand that can act as a governing body, broadcaster, content publisher and global events organiser.

Our global focus groups revealed that fans wanted something different: a sport where pro-players were relatable and competitive play felt within reach; a sport that celebrates those who ‘win differently’ instead of simply being ‘the best’; and a sport that pushes the industry to be more diverse, dynamic and inclusive than ever before.

We developed a visual language inspired by the games’ mobile format. Gestures and swipes express the flair and style of each player within this high pace sport, while dramatic perspectives of the selfie camera guided our layouts and art direction.

We introduced a type system that could easily roll out across the world. A variable family that created global consistency but allowed tonal variations throughout regions and communications.

Collaborating with Grilli Type we created typeface inspired by our gestures, designed to be stretched and distorted, giving the brand its distinctive look whilst requiring a minimal effort to use and adapt.

GT Flexa WR Folded combines both the Up and Down approach and pushes the type to a 3-dimensional space, intended for use on single word applications.

This unique version of GT Flexa combines Grilli Type’s style with Esports action for the perfect Wild Rift type.

Once we created the masterbrand, we embarked on sprints to localise the brand for eight regions across the world. We ran gamified strategic workshops and focus groups to engage the fans, getting under the skin of what makes each region unique.

These sessions gave us valuable insight into the differing perspectives on mobile gaming and provided common ground to rally the community.

The brand architecture creates a clear framework and central narrative for future events, it allows Riot to benefit from the efficiency of consistent assets for a global organisation of its scale and introduces flexibility to constantly excite fans and challenge the status quo of sports branding.