25th Anniversary jersey
Role: Creative Direction, Design Lead
Tools Used: Photoshop, Illustrator
Context
Team Liquid’s 25th anniversary presented an opportunity to celebrate the organization’s legacy by creating a unique, timeless jersey design.
I led the creative direction and design of the commemorative jersey, developing a visual system which was carried through Team Liquid’s year-long anniversary campaign. This was a huge task which required close collaboration with my colleagues from across the organization from apparel to leadership.
Creative Direction
It was challenging to create a vision that encompassed 25 years of history in one design. Early concepts referenced legacy jerseys, historical branding elements, banner designs from the Middle Ages, and more.
My initial focus was on our new, anniversary emblem. The horse, central to Team Liquid’s standard logo, was non-negotiable. My goal was to create a design that simultaneously felt modern and like it had existed for centuries, while honoring the organization’s Dutch heritage and storied history.
Execution
A jersey is more than just an emblem. Working closely with the apparel department, I determined the cut, collar, and fabric. Each of these elements was chosen deliberately to convey Team Liquid’s brand and personality.
Additionally, I designed the jersey pattern which lead to the development of an entirely new workflow for Team Liquid. I created a repeatable process to convert any image into a dynamic halftone. Not only did this result in a beautiful pattern for the 25th anniversary jersey, but it empowered my teammates to utilize this skill in future projects.
Final Design
After many iterations, feedback rounds, and tight deadlines we eventually arrived at a timeless and iconic jersey, which was worn by our players and sold to our fans.
In a world of logos being constantly streamlined and simplified, the emblem really stands out. It retains a sleek, modern look while harkening back to iconic designs of the past.
Impact
The design was incredibly well-received by our fans, the esports community as a whole, and Team Liquid’s leadership.
Our team won Esports Creative Campaign of the year in 2025 from the Esports Awards for the 25th Anniversary campaign. We were also shortlisted for a Clio Award for the design of the emblem itself, despite the Clios not having a dedicated design category.
For me personally, this project was an opportunity to step into apparel design and push my creative boundaries. Seeing the overwhelming positive reception to the final emblem and jersey design is one of the proudest moments of my career.