Design of a unique Rift Legends key visual
Every esports league needs to stand out in the dense landscape of tournaments. How to create good visual branding? This was the task we faced in a recent collaboration with the newly formed Polish LoL Championship - Rift Legends.
Our role was to create a unique key visual that would give the competition unique character and visual consistency across all platforms. We wanted a bold, dynamic identity that would engage audiences while remaining in the style of the League of Legends.
A logotype in harmony with the visual identity
Designing a logotype is a process in which the aesthetics matter but also its usability in the rapidly changing world of esports trends. The logo we developed not only fits in with the gaming style but also harmonises with the key branding elements of the league. With precise typography and a carefully chosen colour palette, we were able to create a that connects with key visual, and highlights the uniqueness of the competition. It is bold, dynamic and, most importantly, distinctive – perfectly reflecting the esports atmosphere and setting the league apart from its competitors.
Graphics for broadcast and brand communication
In the era of online broadcasting, it is crucial that the graphic design not only catches the eye, but also enhances the quality of the visible content. We created a set of graphics to suit a variety of formats, from overlays for streams, through animated transitions and statistics, to promotional materials for social media. We designed each visual element to not only accentuate the information, but also to build an impression of professionalism and energy. The style is modern and thoughtfully designed for the audience – people who love esports and want to feel its intensity.
Brand style and visual character
In the esports world, visual consistency is the key to recognition. That is why it was important for us to define the league’s distinctive style from the very beginning. The choice of graphic motifs, skilful handling of golden colours and knowledge of the audience’s expectations allowed us to create a system that can be developed in future editions. This is not standard, predictable branding – it is strong and has its unique vibe. For players, by players.
The result? A league that stands out visually from the competition without losing consistency in its communication. From Twitch broadcasts to Instagram posts to YouTube content, every element contributes to a unified, strong brand identity.
More than just branding
We did not limit ourselves to aesthetics alone. We designed a system that most importantly works well together. The consistent visuals allowed for more effective community engagement, which translated into activity on the league’s social media, and as a result better broadcast results. In addition to the high visual quality, the designed branding conveys all the energy of esports – it is intense, exciting and close to people for whom gaming is a lifestyle.
This in the end allowed us to gain the recognition of the audience but above all the trust of the client, with whom we continue to work in close cooperation.
Live event short-form content
What’s the recipe for successful short-form content from live events? Making good use of the community to create viral videos - after all, the community itself knows best what it wants to talk about (and listen to). We followed this principle for the Meet at Rift footage, where we worked with members of the Riot Games community to create content for the client's social media.
Over the course of two Meet at Rift events in Łódź, we managed to record 6 videos, which together generated more than 300,000 views on YouTube Reels. The client’s strategic goal was to use the videos to showcase the event and the vibrant Riot Games community to a wider audience. Wanting to keep the short-form content feeling when creating the videos, we focused on several pillars that allowed us to successfully meet the objectives while generating high reach.
CELEBRATING DIVERSITY
One of the most important insights we picked up at the very beginning of our work on the creative side of things, was to understand how diverse the community is. From professional players or coaches to cosplayers to casual enthusiasts of all four Riot Games. When approaching ideation of the videos, we had to assume from the start which part of the community we wanted to highlight and how to create conditions to engage all of them at the same time.
INFLUENCERS
Without them, we certainly wouldn’t have been so successful. Mixing unknown community members with influencers allowed us to increase the potential for virality. An encouraging hook with a well-known face is a great introduction to the video, and the chance to participate in a film side by side with your idol is even more motivation to appear in the footage.
FRESH IDEAS
MONTAGE
We turned hours of footage into just a few minutes of ready to publish videos. Dynamic editing of the short form, is already a standard in the video industry, but in our case there is also a proper selection of footage, as well astaking into account the branding of the client. By spicing up the videos with game elements such as emoticons, character portraits and lines of dialogue, we were able to successfully combine a dynamically and emotionally charged montage with the Riot Games vibe.
At the end of the day, what matters most is the satisfaction of the client, who not only appreciated the great displays, but most importantly trusted us enough to make additional coverage of live events one as one of the main elements of the channel’s strategy. In addition to the two editions of Meet at Rift (we are looking forward to the next one!), we were also active at least during the LEC media days, or the Arcane Meeting Factory in Warsaw.
GeoGraf
Gamers are bored with cliché communication from brands. That's why we gave them a form of unique entertainment through a wide gaming activation starring Paczkomat. The campaign was nominated for a KTR award in the Communication - Online - Social Activations category.
We created a gaming campaign for InPost, based on the popular game GeoGuessr. Thanks to a custom map we created, players can get to one of the 2,000 Parcel Post pick-up points via Google Street View, and their task is to locate themselves on the map as quickly as possible. Influencers tested the map in a special tournament, testing their geographical knowledge.
INSIGHT
InPost wants to increase brand awareness among young audiences. In order to do this, we used gaming as one of the best mediums to reach the target group. We know that gamers appreciate non-standard initiatives and a sense of humour, and are very sensitive to non-genuine and boring activations. That’s why we took advantage of the meme potential that Paczkomat brings, to create a native gaming experience within Geoguessr.
INFLUENCERS
RESULTS
The campaign was successful on many levels. Building sales through the InPost Pay service as part of a special promotional campaign resulted in a 60% conversion of orders through the app. On social media, we managed to get more than one and a half million impressions on posts communicating the campaign, and more than 330 thousand impressions on videos promoting the tournament. The event sported 154,000 viewed hours on both live-streaming platforms, with 33,031 viewers watching the broadcast at its peak.
The campaign had a positive reception among gamers on Twitch and YouTube, as well as other social media platforms. Invited influencers and their communities were keen to interact with the brand’s account and often praised the event directly.
The event’s impact on the gaming community was also confirmed by the GeoGuessr developer, who saw a significant increase in the number of accounts created in Poland and premium packages purchased as a result of the tournament. It’s also important to note that many streamers have incorporated GeoGuessr into their regular content. The map ‘A Parcel World’ evokes positive emotions due to its memetic nature and difficulty level, making its gameplay value timeless. The result is an ever-increasing number of plays (>12k), despite the fact that the tournament and competition ended a long time ago.
Arena Cup
We were one of the first business entities in the world to take on the task of testing professional competition within Riot Games' new mode. We now have two editions of Arena tournaments in League of Legends to our credit, and both were a huge success.
The organization of tournaments still remains one of the most popular ways of getting people interested in the esports field. However, the seemingly easy task of running a tournament can cause many problems — an unattractive format, poorly chosen participants or ineffective event promotion. These are just a few examples of serious obstacles that can stand in the way of success. So how do you approach the subject with a fresh mindset? This is the question we asked ourselves when we started putting up together the second edition of Arena Cup, a competition between influencers of the League of Legends world in the seasonal Arena mode.
HOW TO TOP THE SUCCESS OF THE FIRST EDITION?
INTERNATIONAL STARS
Teamfight Tactics Shorts
The short form has been conquering social media for years and is only continuing to establish itself as a dominator among young audiences. TFT shorts is an educational series we produce for the Polish, Spanish, German and French markets.
Tutorial videos are one of the strongest pillars of content creation in the gaming industry. They are the ones most often sought by gamers who are looking for ways to improve or spice up their gameplay.
Guides are usually focused on by industry journalists or content creators, but publishing educational content should also be a strong point for game developers themselves. Such was the case of Riot Games, for whom we are producing a series of short tutorials for Teamfight Tactics (TFT).
A TUTORIAL IS THE IDEAL FORMAT FOR TFT
TFT is a title of low-mechanical intensity, where decision-making skills, understanding of strategy patterns and creativity are far more important than dexterity and reflexes.
Such specific gameplay makes the value of tutorials and educational material significantly increased — the content addresses more issues relevant to the gameplay as a whole, and the tips themselves are easier for the audience to replicate.
LOCAL COMMUNITY LEADERS ARE A GUARANTEE OF QUALITY
In order to meet these demands, we have decided to put the matter in the hands of real experts, capable of accurately laying out the nuances of TFT gameplay. We are talking about professional players who were responsible for selecting topics and creating scenarios for the tutorials. After the required editorial work, the scripts are sent to local community leaders, who took the position of voiceover artists.
The final touch in the process is editing adapted to the style of the short form content. It made the videos not only educational, but also visually attractive to the audience. Fresh videos are localized and published on Teamfight Tactics’ local profiles in Poland, France, Germany, and Spain.
Documentary Movie – KMT
Feature film is a great way to deepen brand awareness among the audience, but more importantly, to make our way into the hearts of the community. It is a marketing monument that lives on years after the publication.
We have turned years of television experience into many accomplishments, but the most compelling ones are certainly in the making of long-form documentaries.
We have produced several films that we are exceptionally proud of. Each of them involves hundreds of hours of conceptual work, the search for the right crew and director, and exhaustive production. We are no strangers to sets, direct sounds, studio shoots, or travelling from character to character when needed.
Kiedyś Mieli Team
The most recent long-form feature we had the opportunity to produce is ‘Kiedyś Mieli Team’, commissioned by Riot Games. The film looks back at more than a decade of Polish League of Legends, touching equally on the most distant, almost mythical times of the domestic scene, as well as more recent events.
The production’s protagonists reach back into the past corners of memory and share stories about their tribulations or the evolution of the game into one of the elements of contemporary pop culture.
Professional production
To make the film, we required a competent crew who know their stuff, so we worked with legends of the scene not only in front of the camera, but also behind it. The iconic Michał ‘Avahir’ Kudliński became the narrator of the almost two-hour-long production. Paula Zawadzka, known from many of the most popular Polish League of Legends video productions, was the director and as a result responsible for the entire vision of the film.
On this project, we were responsible not only for the concept and production, but also for legal and formal matters. The success measured in great viewership of the movie premiere was as important to us as guiding the operation in a way that doesn’t expose the client to any risk.
We built a monument
splash!
How do you combine a show with influencers from different fields and an esports tournament? We answered this question by creating splash! which dominated the Polish-speaking Twitch for a month.
HIGHLY POPULAR INFLUENCERS
LAN FINALS
The beginning of the tournament was held in an online format, with content creators competing from the comfort of their homes. During this phase of the competition, all challenges took place on Summoner’s Rift in League of Legends. The event culminated in a LAN final, which featured the top two teams and an audience. Although the event was not ticketed, there were opportunities to win invites through brand’s and partners’ social media.
On site, we tested the creators’ gameplay skills, but also their physical and intellectual prowess. Competitions such as the game show and the Reflex Machine were extremely popular and attracted crowds of fans to the broadcast of the event.
MASSIVE SOCIAL MEDIA REACH
