Vitor Cervi   Design & Animation   Info
The 2023 LEC Finals were hosted in Montpellier and DesignStudio was once more commissioned to develop a brand treatment for the event.

The starting point for the creative was the rich artistic history of France, which co-exists with many modern architectural landmarks and, in this location specifically, with the Mediterranean seaside.

We then envisioned the event as an extradimensional contest, where the power of the LEC broke through time and space and blended together these elements with others borrowed from the LoL universe.
Building on that idea, the system was put together by layering elements that we first conceived in isolation: summer-inspired gradients, clashing typefaces, Art Deco/Nouveau furniture, multiplied photography and 3D models carved on ancient stones.
More than an esports competition, we wanted to celebrate the Finals for what they truly are: a big summer festival around video games, music and of course, the beach.

That motivated us to make the visual language more fun. We distorted the typefaces, set the gradients to push readability, mixed English and French copy and most importantly, made a flying stone crab.
This project wouldn't exist without the collaboration of Audrey Coent, Kristine Steimer, Artur Butvilovsky, Jon Orr, Elise Santangelo-Rous, Emilia Gribbin, Hayden Shields and Charlie Keeper.