PROJECT
LEAGUE OF LEGENDS
WILD RIFT

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 

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. We drew inspiration from modern pop-icons like Jayden Smith and Billie Eilish. 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.