Players on Paramount+
MY ROLE — Creative Director
Lead Creative Director responsible for researching esports visual history and developing the fictional Fugitive organization’s identity, historical branding, logo systems, merchandise, and supporting visual world.
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Strategy
Brand Strategy, Entertainment Worldbuilding, Visual Research, Merchandise Strategy
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Design
Logo & Identity Design, Art Direction, Apparel Design
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Client
Funny or Die
Believable
Fiction
PLAYERS depended on authenticity. Fugitive couldn’t look like a fictional esports team designed for television; it needed to feel like an organization that had competed for years, evolving through the awkward visual eras that shaped real esports brands.
Designing
Backwards
- Researched the evolution and visual conventions of League of Legends esports organizations.
- Reverse-engineered the aesthetics and limitations of earlier esports branding.
- Designed both contemporary and deliberately dated generations of Fugitive’s identity.
- Created historical visual artifacts that suggested years of fictional competition.
- Extended the identity into jerseys, apparel, and production assets used throughout the series.
Creating.
History
Fictional History
Rather than creating one identity, we designed multiple eras of Fugitive branding to establish believable organizational history.
Era Research
Early esports conventions were studied and intentionally recreated instead of simply distressing a modern logo.
Modern Identity
Fugitive’s current identity needed to feel credible alongside real professional League of Legends organizations.
Legacy Marks
Older logo iterations created visual evidence of a team that had supposedly evolved over years of competition.
Authentic Merch
Jerseys and apparel extended the fiction beyond graphics and onto the characters themselves.
Invisible Design
The branding worked because it supported the story without calling attention to the fact that an entire competitive history had been fabricated.
