Z-League brings esports fans closer to their favorite teams, with a brand inspired by the energy of the northern lights and the joy of finally seeing childhood heroes compete live.

Industry: E-sports

Year: 2018

Z-League is a Canadian esports tournament that celebrates the connection between fans and the teams they grew up watching. To capture that energy, I built a brand rooted in something equally electrifying: the aurora borealis. If you've ever been lucky enough to see it – a glowing dance above the night sky – you know it's hard to forget. The same can be said for standing in front of your favorite team, finally in real life.

The visuals centers around the movement and glow of the northern lights – but not just in visuals. The idea was to create something flexible, atmospheric, and scalable across both digital and real-world arenas. Picture gradient lighting flowing across stadium ceiling during the finals. It sets a tone. And even in countries where auroras can't be seen, the brand brings a piece of that magic along.