Branding Campaign Design Illustration Social Strategy

Overwatch League

MY ROLE — Creative Director

As Lead Creative Director, I guided the creative vision and strategy for the League’s social and content presence from 2018–2023. I oversaw a team of 16+ designers, illustrators, and content creators, ensuring brand consistency across live match coverage, social platforms, promotional materials, and community engagement campaigns. My role also included project management, budget oversight, and alignment with Activision Blizzard stakeholders.

Strategy

Brand Strategy & Architecture, Identity System Development, Creative Guidelines
Design

Logo & Wordmark Design, Graphic Design, Motion Graphics, Brand Style Guide
Client

Activision Blizzard

The Overwatch League launched in 2018 with the ambition of being the first truly global esports league. To succeed, it needed to deliver a consistent, professional brand experience across live events, social media, and community channels. By 2020, the League faced a major disruption: its calendar of live global events was halted, requiring an immediate pivot to digital-first engagement without losing fan excitement or sponsor value.

Developed a comprehensive social media strategy tailored to each stage of the season (launch, weekly matches, playoffs, finals).
Built flexible creative systems that could scale from live-event marketing to fully digital engagement.
Directed illustration, graphic design, and content creation pipelines to support multiple teams, matches, and time zones each week.
Established community-driven activations that encouraged fans to contribute art, memes, and predictions, fostering a sense of ownership and identity.
Collaborated with internal Blizzard teams and external partners to ensure seamless execution across platforms.