Get In Touch
Phone: 214.205.5232
Email: markel@aoecreative.com
Branding Campaign Merchandise Social

Houston Outlaws

MY ROLE — Creative Director

I owned the creative vision and strategy. Oversaw a 10+ person team to deliver branding, marketing, social content, promotions, and live activations. Managed project scope, timelines, budgets, and ensured fan satisfaction.

  • Strategy

    Brand Identity & Voice, Community Activation Strategy, Event Marketing & Promotion, Social Media Strategy

  • Design

    Art Direction, Graphic Design, Event Branding & Promotional Materials, Social Content Design

  • Client

    Houston Outlaws

01 // The Challenge

Band
Together

The Overwatch League was a brand new League in 2017, and the Houston Outlaws were starting from scratch. The challenge was to create a compelling esports brand and community identity that fans across Texas could rally behind. Especially while competing against their rival team in Dallas. To succeed, we had to build a team brand that resonated with Houston residents while also uniting major cities like San Antonio and Austin to strengthen the fanbase.

02 // The Process

Authentically Texan

  • Built the full brand identity from the ground up (visual identity, tone of voice, fan-facing campaigns). 
  • Designed social media strategy tailored to each major Texas market (Houston, San Antonio, Austin). 
  • Pioneered community-first activations (signing tour, watch parties, block party).
  • Balanced digital growth with physical fan engagement.
03 // Execution

Ante Up

Brand Identity & Social
Created the Outlaws’ visual look, content style, and ongoing social strategy. 

 

Community Events
First-ever esports team signing tour in North America (3,100+ fans). 

 

Watch Parties
10+ hosted across Texas; record-setting 800+ fans at one event.

Esports Block Party
Partnered with Coral Sword to launch the first block party for an esports team. 

 

Promotional Materials
Full suite of creative assets across digital and physical channels.

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04 // Results

Reaching the World

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event
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Instagram
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Winner of the 2018 Tempest Award for Best Social Experience (Band Together campaign)

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YouTube
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Tempest Award Finalist Esports Team Of The Year

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