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weplay esports
Evolving an Established Brand into a Scalable Design System
- RoleBrand Designer (In-house)Project TypeBrand Systems • Brand Governance • Design Operations
- IndustryEsports • Entertainment • MediaMarketsUkraine • Global
Project Profile
WePlay Esports is an international esports tournament organizer and entertainment company producing global tournaments, live broadcasts and immersive fan experiences.
Several years after the original identity had been developed by an external branding agency, the brand had naturally evolved through continuous use by internal teams. As the company grew, the design department split into dedicated Tournament Design and Brand Design teams, creating a new role focused exclusively on the long-term development and consistency of the WePlay Esports brand.
My work began with a comprehensive brand audit and research of the existing visual ecosystem. Based on these findings, I refined the visual identity, restyled the logo and transformed fragmented brand assets into a unified Brand Guidelines system that supported consistent implementation across all communication channels.
Several years after the original identity had been developed by an external branding agency, the brand had naturally evolved through continuous use by internal teams. As the company grew, the design department split into dedicated Tournament Design and Brand Design teams, creating a new role focused exclusively on the long-term development and consistency of the WePlay Esports brand.
My work began with a comprehensive brand audit and research of the existing visual ecosystem. Based on these findings, I refined the visual identity, restyled the logo and transformed fragmented brand assets into a unified Brand Guidelines system that supported consistent implementation across all communication channels.
- Scope of Work
- Brand Research
- Brand Audit
- Logo Evolution
- Brand Systems
- Brand Guidelines
- Design Governance
- Employer Branding
- Event Branding
- Partner Communication
- Internal Communications
- Key Contributions
- Conducted a comprehensive audit of the existing brand ecosystem.
- Analyzed how the identity had evolved after several years of internal implementation.
- Identified inconsistencies and opportunities for further brand development.
- Refined and restyled the existing logo while preserving brand recognition.
- Consolidated visual assets into a scalable Brand Guidelines system.
- Standardized design principles across marketing, HR, partnerships, employer branding, event communication and internal materials.
- Developed reusable templates and implementation rules to simplify cross-team collaboration and brand adoption.
Impact- Transformed an evolving visual identity into a structured and scalable brand system.
- Established consistent brand implementation across digital, print, events, partner materials and internal communications.
- Improved collaboration between design, marketing, HR and external vendors through standardized documentation.
- Reduced inconsistencies and enabled faster production of branded materials using reusable assets and practical guidelines.
- Created a foundation for sustainable long-term brand governance during a period of rapid company growth.
- Key CompetenciesBrand Systems • Brand Governance • Brand Audit • Logo Evolution • Design Systems • Employer Branding • Event Branding • Information Design • Cross-functional Collaboration
⭐⭐⭐⭐⭐ STAR Case Studies:
Transforming an Evolving Brand into a Unified Design System
Situation
Several years after the original identity had been created, the brand had gradually evolved through everyday use across different teams. Without centralized governance, inconsistencies accumulated across marketing, HR, employer branding, partnerships and event communications.
Task
Research the current state of the brand, redefine its visual consistency and create a scalable system that could support independent implementation across the organization.
Design Approach
- Audited the existing brand ecosystem.
- Diagnosed inconsistencies and long-term improvement opportunities.
- Researched how the identity had evolved in practice.
- Refined the existing logo while preserving brand recognition.
- Structured fragmented visual assets into a scalable design system.
- Standardized implementation rules, templates and reusable brand components.
- Delivered comprehensive Brand Guidelines supporting consistent adoption across teams.
Project Impact
- Created a unified Brand Guidelines system for the evolving WePlay Esports brand.
- Improved consistency across marketing, HR, employer branding, partner communications and live events.
- Simplified collaboration between internal teams and external vendors.
- Established a long-term framework for sustainable brand governance and future visual evolution.
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