ESPORTS // STYLE GUIDE & CONTENT - PUBG EMEA Championship 2023

Under the PUBG:BATTLEGROUNDS umbrella, PUBG Esports hosts annual activations and tournaments. For 2023 and 2024, I was tasked to lead the brand refresh for the emea qualifiers for the global PUBG Championships in Riyadh, UAE.

Role

Together with the Content Lead and supporting
managers, we scoped a style guide refresh where
I led the following processes:

Logotype concepts & final design, following the
global PUBG Esports grid system.

Derivate visuals of the global style with adapted
patterns, icons, colors, image editing style and
typographic hierarchies.

I re-defined the global design keywords and
expression methods, as seen on next page, pinpointing
how the new graphics served the emea
narrative.

Outcome

After roughly 2 months of focused work, a polished style guide was presented to the Esports and Creative Services Heads.

The 2 style guides I created for 2023-2024 went on to be seen by millions of fans over the world and the crowned champions of each tournament, competed in Riyadh for the global Esports title!

For 3 tournament runs (spring, fall 2023 + spring 2024), I was the main designer on hundreds of layouts for socials, websites, youtube, etc, were crafted. Many of these by me who led the asset production in-house at Krafton Europe, but also by event partners.

I’m especially happy with all the master templates I created for this brand, enabling all hands on deck to work consistently and scaleable on the brand for years to come!

A roadmap video that encompassed the brand, made by my video colleague Rob Nield was presented as a launch graphic. The logotype was put to motion by Andrea Altieri and Jack Stevenson supported in rendering colorgraded
in-game items.

Leads:
Joseph Jensen, Head of Creative Services
Ryan Kewley, Sr. Esports Marketing Manager

Supporting:
Joey Do, Esports Manager
Eoin Blunnie Esports Marketing Specialist

Artists:
Main designer: Niki Asimakidis
Logo animation: Andrea Altieri
Road map video: Rob Nield
Support in 3D rendered objects: Jack Stevenson