LPL • ESPORTS REBRAND
When madness becomes method
Brand Strategy, Transcreation & Identity for Riot Games China
IDEA
Unleash what everyone already knows: “Crazy is our game.” This unapologetic positioning channelled the LPL’s legendary risk-taking — going 1v5, fighting with 1% HP, pushing meta boundaries — into a singular brand truth. More than a tagline, it became a state of play, and a state of mind.
INSIGHT
The LPL (China’s League of Legends Pro League) wasn’t lacking scale — it was the world’s biggest. But its brand was playing it safe, borrowing too much from traditional sports and losing touch with its chaotic genius. The challenge was to build a brand that could earn global respect without diluting its fearlessness.
Summary
SCOPE & DELIVERABLES
Brand Strategy (Positioning, Purpose, Manifesto)
Cultural Research & Community Immersion
Narrative Development & Transcreation
Visual Identity System (English + Chinese type)
Brand Activation Toolkit & Launch Strategy
OUTCOME
We built a brand system that flexes between tension and eruption — from cinematic calm to total chaos. The new identity was launched at the 2021 Summer Finals in Shanghai, and has since rolled out across broadcast, merch, in-arena experiences, and beyond.
The work reconnected the LPL with its core energy — giving it the tools to grow global partnerships without losing local edge.
CLIENT
Riot Games China / TJ Sports
Role: Strategy Lead