The Brief

To create a new sub-brand for the England Gaming team otherwise known as the ELions.

The result was a bold and dynamic design which helped the event reach it's largest number of participants, an estimated 400,000 girls taking part. We focused on each of the existing brand elements (typography, assets, colours) and adapted them to create unique visual tools which could be used across the various applications. For example, the brand asset of the lion, which is a full colour 2D background element in the parent brand, was redesigned as a neon keyline graphic that could work as a 3D wrap-around for the ELions brand.

The result is a vibrant, youthful toolkit which aligns itself to England but is visually unique and appropriate in the esports space.