Introduction

Under the PUBG:BATTLEGROUNDS umbrella, PUBG Esports hosts annual activations and tournaments. For 2023 and 2024, I was tasked to lead the brand refresh for the emea qualifiers for the global PUBG Championships in Riyadh, UAE.

Role

Together with the Content Lead and supporting managers, we scoped a style guide refresh where I led the following processes:

Logotype concepts & final design, following the global PUBG Esports grid system.

Derivate visuals of the global style with adapted patterns, icons, colors, image editing style and typographic hierarchies.

I re-defined the global design keywords and expression methods, as seen on next page, pinpointing how the new graphics served the emea narrative and market.

Outcome

After roughly 2 months of focused work, a polished style guide was presented to the Esports and Creative Services Heads.

The 2 style guides I created for 2023 went on to be seen by millions of fans over the world and the crowned champions, competed in Riyadh for the global PUBG Esports title!

For 3 tournament runs (spring & fall 2023 + spring 2024), I was the main designer on hundreds of localized layouts for socials, websites, youtube, in-game content, etc. Each new season, the asset library was adapted a bit in style to feel refreshed. Some samples of this is shown ahead.

I’m especially happy with all the master templates I created, enabling all hands on deck to work consistently and scaleable on the brand for years to come!

Credits are due to everyone who made this project possible, specifically;

Leads:
Joseph Jensen, Head of Creative Services
Ryan Kewley, Sr. Esports Marketing Manager

Roadmap video: Rob Nield
Logo animation: Andrea Altieri
In-game 3D assets: Jack Stevenson

Supporting:
Joey Do, Esports Manager
Eoin Blunnie Esports Marketing Specialist