CLIENT
Riot Games
PROJECT TYPE
Creative Direction
Brand identity
Teamfight Tactics (TFT) is the auto-chess strategy game from Riot Games based on its League of Legends franchise. As it quickly grew in popularity as the genre-leading game, the game needed a strong brand identity that is bold, energetic, and filled with personality to match its aesthetic. With its ever-evolving gameplay and thematics, its visual system needs to flex and adapt to each set launch and their multitude of assets, from video to social.
RIOT GAMES GLOBAL MARKETING CREATIVE
Long Vu - Head of Art & Design
Tori Ero - Art Director
Jonathan Santoro - Creative Director
Alex Rinker - Lead Designer
Austin Veiger - Designer
Lauren Posternik - Producer
TJ Geisen - Key Arts Illustrator
MOTION - MOCEAN
Visual system in context:
TFT Set 6 Launch
Once the core identity system was established, we started to look at how this system could flex and adapt to the launch of new set thematics. Set 6 — Gizmos and Gadgets — was the first full set that adopts the new system wholly.
The theme of set 6 is directly tied to the launch of Arcane, Riot's first Netflix series. It's based off of Zaun and Piltover, which represent the 2 opposite fractions and ideals. Piltover is the utopian, full of wealth, technology, and order, while Zaun is dark, chaotic, and regressed.
With that in mind, we set out to develop a vibrant and electrified color palette (based off of the core gradient logics) that represents Hextech blue and Chemtech green. The patterns follow the same thinking, with the fluidly organic pattern contrasts the art deco-inspired rigid shape of the other.
