L33T Gaming wanted a new identity built from their roots — one that could put them firmly on the map as a serious gaming brand in 2022 and beyond.

The challenge was creating a brand strong enough to hold a tight, simple form across all surfaces — while still being able to turn up the energy and expression when the moment called for it. I developed the complete brand system from the ground up: core identity, a modified typeface designed to work both in print and as an animated element, motion design and motion system, packaging concepts, and merchandise — a full visual world built to live across digital, physical, and live contexts.