The International 2025
Role: Creative Direction, Art Direction, Design Lead
Tools Used: Photoshop, Illustrator, Figma
Context
After winning The International 2024, Team Liquid entered the tournament the following year as defending champions and one of the favorites to win the event. With global attention focused on the team, the creative challenge was to develop a campaign identity that reflected both the prestige of the tournament and the elevated expectations surrounding the roster.
The goal was to create a visual direction that positioned the players as larger-than-life figures while still aligning with the tone and visual language of the tournament itself.
Creative Direction
The creative concept centered on presenting the players as legendary competitors — figures who had ascended to the highest level of competition and now carried the weight of defending their title.
I coordinated with the production team and photographers to ensure that all assets maintained a consistent visual style and resulted in cohesive striking visuals.
Alongside the broader visual concept, I also developed custom iconography and graphical elements designed specifically for this campaign, allowing the visuals to feel distinct while still maintaining consistency with the Team Liquid brand.
Execution
I developed a wide range of assets including digitally painted backgrounds, custom typography, and a series of illustrations made in collaboration with a freelance artists.
All of these elements were eventually brought together to create a consistent stunning graphics package which was used on our social media platforms as well as distributed to our fans directly via a downloadable fan pack.
Some of the work was also translate into physical products that were made available for purchase through our store.
Final Design
The final campaign identity presented Team Liquid’s roster as mythic figures seeking the stars, always striving for more.
Key deliverables included:
illustrated artwork used across promotional materials
custom iconography and graphic elements unique to the campaign
social media and marketing graphics supporting the team’s tournament run
The visual system allowed the campaign to remain cohesive while supporting the fast-paced content demands surrounding one of esports’ largest events.
Impact
The campaign successfully elevated the team’s visual presence throughout the tournament and helped reinforce the narrative surrounding Team Liquid as defending champions.
The project demonstrated how a focused creative direction can unify a wide range of deliverables — from illustration to social media graphics — into a cohesive visual identity capable of supporting the rapid pace of a major international event.