WILD RIFT • ESPORTS REBRAND
Defining a new frontier in esports
Global Brand Strategy & Naming System for Riot Games
IDEA
Position Wild Rift as a platform to "Unearth Future Icons" — reimagining how players rise, represent, and build legacy in mobile esports. The strategy fused myth, movement, and accessibility to forge a new kind of prestige.
INSIGHT
Mobile gaming is the fastest growing frontier in esports — diverse, decentralised, and hyper-competitive. Riot Games needed to launch Wild Rift as not just a mobile adaptation of League of Legends, but a distinct cultural entity with its own voice, purpose, and competitive ecosystem.
Summary
SCOPE & DELIVERABLES
Brand Strategy: positioning, manifesto, purpose
Tournament & Finals Naming System
Sector Definition & Naming Architecture
Brand Language + Activation Briefs
OUTCOME
The new strategic platform defined an esports vertical that is inclusive, mythic, and mobile-first. "Unearth Future Icons" became the global creative anchor — reflected across trailers, brand comms, and gameplay narratives.
The work contributed to a category shift: from mobile port to cultural platform.
CLIENT
Riot Games
Role: Strategy Lead