Valorant Champions Tour 22 Brand System Development

Valorant Champions serves as the annual, professional world championship tournament for Riot Games’ global tactical shooter, Valorant, marking the highly anticipated and high-stakes culmination of each competitive VCT season. For the /22 edition of the Champions event, I collaborated closely with the exceptional design team at Massive Assembly and the dedicated Riot Games crew. Our primary strategic objective was monumental: to develop a comprehensive, strategic brand system robust enough to unify all major global VCT events, from regional Challengers to international Masters and the final Champions stage, ensuring a cohesive, authoritative, and instantly recognizable presentation across all regional and international tournaments throughout the entire competitive year. The challenge required balancing global consistency with local cultural appeal.

This project necessitated a significant evolution in the core Valorant Champions identity, demanding that the new visual language be both dynamic and exceptionally flexible. The central challenge was engineering a singular, impactful aesthetic capable of accommodating the varied cultural tones and specific creative requirements of numerous host cities and regional leagues, all while fiercely retaining the aggressive, competitive spirit inherent to the VCT brand. We focused intensively on creating a comprehensive design toolkit-featuring adaptable key visual assets, extensive guidelines, and intricate motion templates to ensure flawless execution across diverse mediums, ranging from real-time broadcast graphics and colossal arena screens to detailed merchandise and rapidly deployable social media content, ensuring the brand resonated across every single fan touchpoint.

The final design system delivered represents a critical long-term foundation intended to carry forward into numerous upcoming tournaments and future competitive seasons, providing essential visual longevity. By successfully implementing a cohesive identity that both resonates immediately with the established and passionate current fanbase and remains highly adaptable for diverse future events and continuously evolving competitive narratives, the 2022 rebrand achieved a crucial strategic goal. It not only elevated the current season but successfully set the visual stage for an even bolder, more memorable, and globally unified Valorant Champions experience for years to come, cementing a powerful and scalable visual legacy for the sport that can grow alongside the game.

“Suley was a key driver amongst the team to output a detailed, vast, impactful brand system fit for the VCT’s global reach amongst millions of fans across streaming, social, billboards, and merch.”

“Campaigns such as these are vast in their creative input and deliverables. Suley was a key driver amongst the team to output a brand system fit for this series of events with global reach amongst millions of fans and players.”

Eugene Seo

Partner Massive Assembly / Riot Games

Chasing the Glow

Forged for Battle

Driving Force

A Brand Made to Thrive

Forging New Competitive Ground

An immersive social event that unites esports players and fans to celebrate the thrill of competition, passion for gaming, and the vibrant community at the heart of esports. This unique gathering invites everyone to connect, share experiences, and revel in the excitement of competitive play.

Futuristic Arena Journeys

A global digital campaign was launched to tell the brand’s story, showcasing epic battles, standout player moments, and major team victories.

With a substantial audience across social platforms—particularly Twitch—I designed a mix of static visuals and dynamic motion stories to captivate and engage viewers.