Happy to share this project that I was Co-Creative Director for the Worlds 2022 of League of Legends. I was involved as a CD in the pitch and also the first section of the project - Design and thinking of the package as one.
Tendril created a visual identity, motion branding system and toolkit for Riot Worlds 2022, a global championships event for League of Legends. The challenge was to create a design system that could scale with each stage of the competition and allowed us to have many combinations of team colours, logos, and assets while remaining consistent, beautiful, visually distinct and recognizable as Worlds 2022.
_What is League of Legends
League of Legends is Riot's premiere MOBA-style game that is played by millions around the world. With a roster of over 100 unique champions, LoL is a game that requires a combination of tight teamwork and individual skill to win.
_What is Worlds?
The hero logo is our primary brand signifier. Comprising of a holding shape, typography, and the 'Worlds' existing shield, we crafted a wordmark that echoes the same sensibilities and keeps the world's logo front and center across all design work. The logo forms the basis of the grid system, meaning that all elements within the system scale up or down while maintaining a consistent relationship with one another.
The power of LoL comes from how teams can reconfigure their champions in an almost unlimited number of ways. A mixture of strengths and weaknesses shapes each game's overall play style and outcome. Using this idea as the basis for our motion, we developed a distinct ‘reconfiguration’ behaviour that unites all our 2D elements across the system.
Creative Director at Riot
David Jung, Vince Than
Alexandre Torres, Nidia Dias, Tom Crate
Niko Hook , Emily McCallen
Rafa Cezar, Leonardo Bortolussi, Pedro Cruz,Yeseong Kim, Runbo Chen
Bruno Canales, Benjamin Luthold, William Sharkey, Aiden Riekenbrauck, Yeseong Kim
Benjamin Luthold, William Sharkey
Hernan Lindenbaum, Rafa Cezar
Lighting + Render
Compositing + Grading
Pitch 2D + Designer