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
In preparation for the event we had many internal discussions over how to represent Pride at the event. I was adamant throughout the process that we needed to be vocal about our support of the LGBTQ+ community. Eventually Team Liquid leadership decided that players would compete while wearing Pride jerseys, creating a visible statement during the tournament.
From a creative standpoint, I needed to ensure that the team’s visual presence throughout the event also reflected Team Liquid’s unwavering support of the LGBTQ+ community. In the end the visual direction incorporated Pride elements into our event booth, social graphics, and promotional materials.
Execution
Throughout the process I constantly pushed for visible representation, creating bold colorful designs that showcased our support for the LGBTQ+ community. After many internal discussions and debates I established a visual presence that celebrated Pride, matched Team Liquid’s brand, and conformed to limitations set forth by EWC.
Once I established the visual direction, I developed the full suite of graphics that were 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.
Results
The final visuals combined Team Liquid’s established branding with Pride symbolism integrated throughout the event coverage. I am proud of role I played in pushing Team Liquid to showcase its values, even in the face of opposition.
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 worked tirelessly to ensure that we were being as Pride-forward as possible. Since we were competing in a tournament affiliated with the Saudi Arabian government, I felt it was our responsibility to publicly display support for the LGBTQ+ community.
Under the circumstances, I believe we found an effective middle ground that allowed us to show our values even while competing in such a controversial event.
My commitment to showing our values through design was recognized when we received a Silver Award from the Clios Awards for this marketing campaign.