The Wild Circuit
Year 2022
︎Brand Identity
︎Design
MY ROLE:
Creative Lead, Art Director and Designer
The Wild Circuit is the off-season product for Wild Rift Esports, the mobile version of League of Legends. In 2022, Riot Games asked BUCK to create a visual identity for this product, which would be used by esports organizations to organize and execute regional tournaments during the off-season. The goal of this project was to provide a way for players to stay engaged and active in between official seasons.
Visually, the identity of this product should share the same ethos as its parent brand, Wild Rift Esports, but also look distinct and relatable to Wild Rift players. The identity had to be expressive, wild, and inclusive in a way that any group of players around the world could use it to create their own championships.
To create the visual identity, we used the letter "W" as a starting point and developed a graphic motif that served as a metaphor for the competitive calendar, which is made up of warm-up and cool-down moments and now has The Wild Circuit connecting these peaks and valleys.
The Wild Circuit visual identity was well-received by players. We created a basic brand kit that was shared with them and they organically started replicating and creating their own content from it, increasing the brand awareness and participation in regional tournaments.
Studio: BUCK, Creative Director: Fernando Bittar, Sr. Art Director: Florence Dagostini, Designers: Florence Dagostini, Viktorya Tsoi, Mary Kate Henry, Strategist: Tina Surelia