WIP Site

Luke Winn
Senior Designer
DesignStudio NYC

Previously 
Premier League 

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    DesignStudio
    League of Legends: Wild Rift Esports

    A global esport ecosystem unearthing future icons celebrating its uniqueness as a mobile esports sport and showcasing its diverse player base.
    DesignStudio
    WIP

    League Championship Series 

    Once at the summit of League of Legends, a league aims to restablish themselves to become the most entertaining platform in esports.
    DesignStudio
    EA FC World Championship Identity 

    Establishing a royal identity for EA FC’s new esport moving forward into the future.
    In-House Designer
    Premier League

    Working for 3 years as the in-house designer for the Premier League soccer organization.
    Passion Project
    Underground [WIP]

    A passion project creating a new league which owns the underground aesthetic whilst sitting among the elite.
    DesignStudio
    Alludo [Corel]

    Clarifying the tech company defining the future of work empowering people to work wherever and whenever they want. 
    Project
    Prince Charles Cinema

    Poster and type series for my favouirte London Cinema during Covid.
    Project
    Simpsons Project

    Clarifying the tech company defining the future of work empowering people to work wherever and whenever they want. 
    Passion Project
    WIP
    Don’t Air That

    An on-going series fishing a strange tv channel for a weird well of content.




    DesignStudio Senior Designer
    2022-2023


    League of Legends: Wild Rift

    The core challenge was to define League of Legends: Wild Rift as a sport that stands on its own, not a ‘light’ or ‘casual’ version of its PC counterpart, which had existed for decades and uses the same intellectual property. Since mobile gaming is growing exponentially, the brand had to frame itself as a worthy equivalent. 

    To communicate the uniqueness of this sport, we looked at the new generation of players engaging with it. Unlike old-style legends that felt godlike and often unrelatable, this new generation are multi-faceted and proud of their quirks. Our sport’s role became to unearth this new generation of icons which we unlocked with the brand mission: 'Future icons are born in the wild'. 

    Our visual language is inspired by the mobile format of the game. The swipes and taps express the flair and style expression of each player, depicting a high-pace sport that has a wider, more diverse player base. The dramatic perspectives of the selfie camera guide our layouts, art direction and expressive typography.


    ©Luke Winn Dial 929-266-0222 right now and hear my real voice! And, for this time only, I promise I will* pick up guaranteed! Why wait and let others hog the line? Call now!     *May pick up.  
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