EWC 2024
Role: Creative Direction, Design Lead
Tools Used: Photoshop, Illustrator
Photo Credit: Esports World Cup
Context
The Esports World Cup has quickly become one of the largest events in esports due to its massive prize pool and club-based competition format. However, the event has been controversial from the start due to its direct affiliation with the Saudi Arabian government and its well-documented track record of human rights abuses.
When Team Liquid entered the competition for the first time in 2024, the organization faced the challenge of competing in the event while remaining consistent with its long-standing support for the LGBTQ+ community.
Creative Direction
Team Liquid leadership successfully advocated for players to compete while wearing Pride jerseys, creating a visible statement during the tournament.
From a creative standpoint, my goal was to ensure that the team’s visual presence throughout the event also reflected those values. The visual direction incorporated Pride elements into social graphics and promotional materials while maintaining alignment with Team Liquid’s broader brand identity.
Execution
Once the visual direction was established, I developed the graphics used to support Team Liquid’s coverage throughout the tournament. These assets were primarily deployed across social media and were used to fulfill the deliverables assigned to us by the tournament organizers.
Some of my more ambitious concepts had to be scaled back due to the constraints of working within a large international event framework, requiring flexibility and ongoing collaboration with internal stakeholders.
Throughout the process I pushed for more visible representation, and after many internal discussions we eventually found a middle ground.
Results
The final visuals combined Team Liquid’s established branding with Pride symbolism integrated throughout the team’s coverage as well as massive wall graphics that covered our booth at the event itself. The graphics used across social media highlighted the players competing in Pride jerseys while reinforcing the team’s identity throughout the tournament.
Photo Credit: Esports World Cup
Impact
Throughout the campaign I did my best to ensure that we were being as Pride-forward as possible. This was publicly met with a significant amount of criticism as we were called hypocrites for even participating.
However, I personally considered the project and my part in it a success. Under the circumstances I feel we found an effective middle ground that allowed us to show our values even while competing in such a controversial event.
In the end it seems that some others agreed, as we received a Silver Award from the Clios Awards for our work on the campaign.