This is Esports
Brand Campaign
While Razer spent millions supporting esports events and players since the mid-2000s, newer non-gaming companies jumping on the esports bandwagon were getting recognition by footing big million-dollar prizes—it became the next party for big corporations to throw money at for the youth market. The campaign was developed to provide a vehicle for Razer to promote its roots and connection to the esports scene. At its core, esports is the gaming, not the flashy buzzwords and the new money flowing in.
Brief: Create identity and art direction for a Team Razer esports campaign
Brand: Razer
Role: Global Design Director // Branding, Creative Direction
Razer through and through
Even though esports athletes’ sponsorships do allow media time, they are under rigorous training schedules and have little time for photoshoots. Additionally, they’re spread across the globe so the challenge of travel or having different photographers makes it that much harder to create a cohesive campaign.
We worked backward to develop an art direction that could overcome our limitations while still creating a unique ownable style in the brush stroke. The green edge lighting around the faces was added by our designers to tie the photo series together.
We updated the Team Razer logo to be punchier to help with legibility. And of course, we kept the green and black color palette to tie back to the Razer brand. We broke away from the Razer corporate font and selected a new fat italic sporty font as we needed it to carry a lot of personality. This new campaign design spread to all executions, from swag to banners to videos.
