The Brief
To create a new sub-brand for the England Gaming team otherwise known as the ELions.
Role: Lead Designer
Application: Brand Design and Guideline Creation
The approach needed to be in-line with the parent brand of England, but it still needed to be instantly recognisable and appeal to new market outside of the typical football fan - the esports enthusiast.
We focused on each of the existing brand elements (typography, assets, colours) and adapted them to create unique visual tools which could be used across the various applications. For example, the brand asset of the lion, which is a full colour 2D background element in the parent brand, was redesigned as a neon keyline graphic that could work as a 3D wrap-around for the ELions brand.
The result is a vibrant, youthful toolkit which aligns itself to England but is visually unique and appropriate in the esports space.
