EWC 2024

Role: Creative Direction, Design Lead

Tools Used: Photoshop, Illustrator

Context

The Esports World Cup quickly became one of the largest events in esports due to its massive prize pool and club-based competition format. However, the event was also controversial because of its affiliation with the Saudi Arabian government.

When Team Liquid entered the competition for the first time, 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 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 other promotional channels.

Some of the 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.

Results

The final visuals combined Team Liquid’s established branding with Pride symbolism integrated throughout the team’s event coverage. Graphics used across social media highlighted the players competing in Pride jerseys while reinforcing the team’s identity throughout the tournament.

Impact

The campaign demonstrated how Team Liquid could participate in a major global event while remaining aligned with the values the organization had long championed.

For me, the project reinforced the importance of balancing creative ambition with real-world constraints while navigating complex partnerships and public perception.