E-sports players show as much camaraderie as they do competitiveness, with many “earning their stripes” through time spent furthering the sport. This led us to develop a strategic positioning focussing on the togetherness of e-sports: “Together we grind”.

The visual identity revolves around what unites gamers, and making the heat and grind of the competition visible. From the keyboard inspiring a distinct graphic element that builds brand equity, to the input of games informing motion principles.