LPL • ESPORTS REBRAND
When madness becomes method
Brand Strategy, Transcreation & Identity for Riot Games China
CHALLENGE
The LPL (China’s League of Legends Pro League) wasn’t scaling emotionally or strategically.
It was the world’s biggest league — but the brand felt fragmented. From tone to naming to sub-leagues, too much of the ecosystem was built on legacy decisions rather than an intentional worldview.
Riot needed a unified brand system that could:
organise the chaos of the world’s most explosive esports league
support 100-year brand ambition
give China’s next generation of fans and players a cultural anchor
scale across tournaments, partnerships, experiences, and future products
The real challenge:
Turn the LPL from “a league with assets” into “a world with its own physics.”
A system that felt as fiery, instinctive, and fearless as the players and fans themselves.
INSIGHT
Mobile and PC esports in China are decentralised, hyper-competitive, and culturally charged. Fans don’t just watch, they participate in the mythology. Yet the brand lacked a clear emotional centre. Existing sub-brands were inconsistent, visually disconnected, and unable to ladder back into a shared meaning. At the same time, the LPL was positioned to become a global cultural force, not just a sports league.
The opportunity:
Evolve the LPL from a professional league into a full cultural ecosystem — with a core identity powerful enough to pull every sub-brand into orbit.
From this came the strategic north star:
Crazy is our game.
Not as chaos.
As confidence.
As instinct.
As the spirit that makes the LPL unlike any league in the world.
IDEA
“Unleash what everyone already knows: Crazy is our game.”
We positioned the LPL as a mythic core—a heroic brand with gravitational pull.
Players aren’t just competing — they’re fighting with 1% logic and 99% instinct.
This idea unlocked:
a bolder visual world
a naming system rooted in prestige and fire
an ecosystem where each brand has a role, value, and emotional temperature
More than a tagline, it became a brand physics model. Defining how close or far any sub-brand sits from the LPL core. Not jargon. Not hierarchy for hierarchy’s sake.
A living system that mirrors how the audience actually feels and moves.
PROCESS
1. Cultural & Brand Immersion
We analysed the entire LPL ecosystem, including the competitive leagues, fan culture, and the emotional universe players live in.
We identified fragmentation, tonal mismatches, and opportunities to embed cultural meaning into the structure.
2. Ecosystem Architecture
We created the LPL Blast Zone, defining three zones:
LPL Zone — the mythic core
Pro Zone — the professional pathway
Amateur Zone — local culture, community energy
This framework made it instantly clear where any new or existing brand belongs — structurally and emotionally.
3. Portfolio & Naming Strategy
We developed a naming system that:
elevates the LPL brand
clarifies the role and purpose of LDL, LYA, and amateur leagues
creates long-term flexibility for new formats, experiences, and partnerships
4. Brand Language & Storytelling
We defined the core emotional narrative anchoring the league:
LPL is not just a competition — it is a state of play.
A fearless instinct.
A fire that only grows when challenged.
This narrative became the backbone of the identity, visual language, and launch.
5. Activation Blueprint
We worked with Riot Games stakeholders to shape:
launch strategy
creative applications
brand comms
gameplay narrative direction
ways to express “crazy” across formats, storytelling, and fan culture
Summary
SCOPE & DELIVERABLES
Brand Strategy (Positioning, Purpose, Manifesto)
Cultural Research & Community Immersion
Narrative Development & Transcreation
Visual Identity System (English + Chinese type)
Ecosystem & Brand Architecture
Naming Strategy (Tournaments, Finals, Sub-Leagues)
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 transformation delivered:
A clear emotional centre (“Crazy is our game”)
A scalable ecosystem for future leagues and products
A shift from mobile port to cultural platform
A brand world built for the next 100 years
A distinct competitive edge within Riot’s global brand universe
The LPL became more than a league.
It became a force.
CLIENT
Riot Games China / TJ Sports
Role: Strategy Lead