Koto’s Sydney studio has developed a new brand identity for Riot Games’ League of Legends Championship Pacific (LCP), uniting the APAC region under a single esports banner. The identity features a custom variable typeface, dynamic motion system, and modular design inspired by gameplay, celebrating regional pride and fan culture. The project positions LCP as both a competition and a cultural movement within global esports.
The Brand Identity interviews Koto’s Chief Creative Officer, Jowey Roden, about the role and value of branding in the gaming industry. Roden discusses how gaming brands differ from other sectors by focusing on immersion, world-building, and emotional connection. He shares insights from Koto’s work with major titles like Call of Duty, League of Legends, and Seekers of Skyveil, emphasizing consistency, community, and longevity as key to successful gaming brands.
The article explores how motion design has become central to brand identity, as brands adapt to a world of constant digital movement. Featuring insights from Rose Pilkington and Liza Enebeis of Studio Dumbar/DEPT®, it discusses how motion systems, guidelines, and scalable design frameworks are redefining branding. The piece highlights the growing need for flexible yet consistent motion identities across platforms.
The Brand Identity interviews designer and art director Chloe Woo about her freelance career and experiences working with major entertainment brands such as HBO, Apple, Netflix, and Riot Games. Woo discusses her creative process, her journey from an internship at Imaginary Forces to freelancing, and her recent work on the Valorant Champions Tour with studios Worship and Tendril. The conversation highlights her adaptable design approach, passion for entertainment, and advice for aspiring designers.
