San Diego - CA
Project Breakdown
Forging a seasonal legacy through grounded visual storytelling and hand-crafted brand systems.
Product
League of Legends
Deliverables
Brand & Product
Company
Riot Games
1.PROBLEM
The 2022 Season launch required a sophisticated visual overhaul to bridge the gap between high-concept cinematic storytelling and diverse live-service touchpoints. The core challenge lay in moving away from generic seasonal aesthetics toward a brand system grounded in the game's lore—specifically the "hand-forged" craftsmanship associated with Ornn. The identity needed to be versatile enough to unify disparate elements, including high-impact key art, digital marketing assets, and functional in-client surfaces, all while maintaining a consistent narrative of raw, battle-worn prestige.
2.Role
Leading the brand identity and motion direction, Bruno was responsible for defining the visual language and material behavior of the entire global campaign. He spearheaded the evolution of the Season Start logo, applying a bespoke, Ornn-inspired gold treatment that prioritized weathered, tactile textures over standard digital gradients. This work extended into shaping the motion language for teaser countdowns and the architecture of the in-client hub, ensuring every transition and UI element echoed the grounded, premium aesthetic established in the core art direction.
