Esports League Wales
Brand Identity
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Event Branding
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2022
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Brand Identity | Event Branding | 2022 |
The brief
A client project for Esports Wales, focused on making esports more accessible across the country. Their new tournament needed branding that champions grassroots team development and drives participation. The identity had to feel uniquely Welsh while clearly communicating progression and growth.
The deliverables included a full branding package, assets, and copywriting designed to work seamlessly across the three game titles in the league.
The concept
Drawing from Welsh culture and history, the tournament branding is authentically Wales-centric. From the custom typeface and taglines to textures and colors, every element reflects Welsh Celtic heritage and the iconic countryside.
All deliverables were crafted with the target audience in mind, creating an experience that feels uniquely Welsh while staying true to ELW’s futuristic, progressive, and dynamic values.
Competitor analysis
To understand the esports landscape across the UK nations, I conducted a competitor analysis. This helped me identify what’s working, what’s falling short, and which clichés to avoid. I focused on key players like Esports Scotland and their Scottish Esports League (SEL), Insomnia Gaming Festival (the UK’s largest gaming convention), RL Ireland, and British Esports.
Wales research
With Wales and Welsh identity at the core of the branding, I researched Welsh literature, heritage, and culture. This research sparked the idea for a custom typeface.
The icon
The icon is the face of the brand, and the core of the branding.
It represents the nature of a tournament - promotion and relegation, the wins and the losses, the ups and the downs. It also draws reference to the infamous landscape of Wales (something that is at the foundation of the branding), portraying the mountainous countryside and the valleys they create - Wales’ literal peaks and troughs.
In addition, the layers to the mark create a visual of ‘levels’ relating to gaming, or ‘platforms’, referencing the nature of the tournament - providing a platform for young esports teams.
Three levels were chosen to represent the three game titles that are being played throughout the tournament. This also creates an icon that resembles a banner.
Texture has been applied to the icon by etching it into Welsh slate, the manufacturing of which, Wales is known for.
The display typeface
“LLECHEN” (Welsh for ‘slate’) is a hand-crafted display typeface drawing inspiration from Celtic-styled typography and Welsh literature from the Middle Ages, such as Y Mabinogi.
It is a modular typeface with each letter being sketched to a grid, then etched onto Welsh slate for a rustic feel. This helps in bringing the famous Welsh landscape into the identity and typeface as mentioned on ‘the icon’ page.
The typeface has been designed with the tournament’s dynamic, progressive, and futuristic values in mind, yet has an ode to Welsh culture and history.
colours
The colours have been selected based on their association with Wales. Typically, the colours linked to Wales would be the ones on the Welsh flag, with the addition of yellow (daffodils, Llywelyn Ein Llyw Olaf flag, St David’s flag). To avoid these clichés, the following have been chosen:
“Scorched Red” (dragon reference)
“Sand Orange” (famous Welsh beaches)
“Slate Purple” (Welsh material)
Branding system
Through using a pattern created from the logo, it is possible to create a system to illustrate scores and progress of the tournament match ups.
On the graphics, the two competing teams will be assigned a ‘side’ - either a colour or black. The dividing lines will change position to showcase which team is ‘on top’ or winning the match up. This system is present throughout each game title.
The main stage
The most important matches will take place on the main stage at the LAN finals. This will be held in Cardiff, the Welsh capital, at the Utilita Arena.
The stage will feature multiple animated screens displaying matchups and scores, following the established system. Division lines will always animate upwards, reinforcing the theme of progression and growth.
Player essentials
Each competitor receives a jersey as a souvenir of their participation, with the option to wear it while competing. Rather than following typical esports or football-style designs, these jerseys take inspiration from Wales’ proud rugby heritage. They're styled as traditional long-sleeve rugby shirts. Jerseys are also available to spectators, offering an additional revenue stream.
For controller-based games, competitors have the option to use ELW-branded controllers. Each controller colour aligns with the game title being played, reinforcing brand consistency across the league.
Celtic torc
Usually at esports tournaments, the winners are presented medals, rings, or crowns. ELW will reward torcs, a Celtic necklace worn by Celtic Warriors.
Event coverage
With the event underway, those who were unable to attend can keep up to date with the scores through the online social media event coverage.
Spectator merchandise
Crowd engagement is key to the tournament’s long-term success. Without it, we risk losing momentum in both popularity and funding.
Merchandise plays a big role in this. It helps finance the event, builds hype, and gives spectators a way to feel part of the action. It’s not just about sales. It’s about turning support into energy and memories into something tangible.
Jerseys will take the spotlight, but other merch lines are designed to complement and expand that experience.
Corporate assets
As a company, a set of corporate assets is needed to support recruitment and meet legal requirements.
These include business cards, letterhead templates, and invoice templates.
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