PROJECT
LEAGUE OF LEGENDS
[LCS]  LEAGUE CHAMPIONSHIP SERIES

RIOT GAMES
DESIGNSTUDIO NYC




















Project

Client: Riot Games
Brand: League of Legends
Agency: DesignStudio NYC

Team
Creative Director: Eric Ng
Design Director: Taylor Childers 
Senior Designer: Luke Winn
Senior Designer: Tyler Eldridge
Strategy Director: Joe Hewitt
Project Manager: Magali 

Once at the summit of League of Legends competitive play, the LCS has been the premier competition in the United States and Canada for over 10 years. Fast-forward to recent times and the league has stumbled into new challenges over it’s future. A decline in viewership and a few unfortunate results at the has fans and rivals focussing on losses rather than what the league really offers. Underneath left with an unclear direction internally about what the LCS should be.


Through radical collaboration working with stakeholders during immersion workshops and interviews — we discovered the LCS was special far beyond competitive play. During these collaborations we realized that the congregation of international star-studded characters settled in one all-inclusive home makes it a league like no other. Forever welcoming new talent. Inviting all in. A league crafted by a mosaic of cultures and a continuously revolving mash-up of personalities who all want to thrive was what we built our strategic platform on. A shared belief that this is the place ’where we can make our name’.


We created a design language that takes head from this and centres around being 'always on’. With the graphic language referencing constantly moving news tickers in the typography, live-streaming widgets and high flash real-time photography which makes the viewer feel like they’re along for the ride. On a modular grid, graphic windows open up at any moment to offer a direct view into the stars that make our league. The unpredictable nature of where or when they will expand keeps the broadcast on it’s toes. 
You’ll never know who or what’s arriving next.