Branding for a Canadian Esport Tournament Organizer

Solo Project

Made in 2019

Canadian esports tournament's branding, with visuals representing energetic Northern lights

Imagine you are travelling across the world to an esports tournament in Canada to watch your favorite esports team whose players you have been following and watching for years, and inspired you to become better at your favorite hobby–gaming.

The esports tournament Z-League's visual identity takes inspiration from the night skies around its home in Canada, more specifically the energetic Northern lights.

If you have been lucky enough to experience the sensational treat of seeing the magical, bright, and dancing waves set against the deep, dark space–the truly magical spectacle that distracts you from the sky's millions of small white dots–then you know it is life-transforming.

Just like it can be life-transforming to be right in front of your childhood team, cheering for their victory as you are in perhaps one of the happiest moments in your life.

Elevating the brand coherence with flexible visual elements

Setting auroras as the focal point of the visual identity promotes a positive and flexible branding element that can be adapted for use in the physical world through a wide range of possibilities. An example of such an application could be light shows at tournaments, with soft gradient lighting casting against the arena's dark roofs and walls – reminding you of the magical beauty of nature. With this example, the organization's future tournaments – set in countries where Northern lights are not as common – could still provide an inspiring show for their visitors.