LEC - Design Concept

Along with the beginning of the NA LCS in 2013 was its European sister the EU LCS, now known as the LEC. The league was instantly dominated by one of the most prestigious organisations in esports history, Fnatic who had already won the first-ever LOL World Championship two-years prior and went on to win the first three EU LCS splits.

Client

Louis Vuitton

Year

2023

Industry

Esports

The League of Legends EMEA Championship (LEC) is the professional League of Legends esports league run by Riot Games in the EMEA (Europe, the Middle East and Africa) region, in which ten teams compete. Each annual season of play is divided into three splits, winter, spring and summer, all consisting of three weeks of round-robin tournament play, which then conclude with play-off tournaments between the top six teams. At the end of the season, the top performing teams qualify for the annual League of Legends World Championship. The LEC represents the highest level of League of Legends play in the EMEA.
With the exception of some touring events, all games of the LEC are played live at Riot Games' studio in Adlershof, Berlin, Germany.

Motion Design

Motion Design

Motion Design

Motion Design

Art Direction

Art Direction

Art Direction

Art Direction

The Challenge

The LEC broadcast is a dynamic and highly recognizable platform within the esports industry. Redesigning its visual identity required balancing two key goals: maintaining the competitive energy and bold personality that define the brand while introducing a fresh approach that feels relevant to a modern audience. The challenge was to create a system that could communicate clarity and professionalism during live broadcasts without losing the excitement and rhythm that fans expect from an esports experience.

The Solution

To achieve this balance, I developed a minimalist visual language built on clean blue tones, modular grids, and a bento-inspired structure. This approach ensured consistency across assets while allowing flexibility for motion and broadcast adaptation. The use of geometric grids added rhythm and visual hierarchy, making the content easy to follow in real time, while the minimalist style brought sophistication and focus to the brand. The result is a design that feels sleek, functional, and engaging, elevating the LEC viewing experience with a modern identity.

TIMELINE

1 Week

MY ROLE

Art Director & Motion Designer

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