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weplay esports
Evolving an Established Brand into a Scalable Design System
  • Role
    Brand Designer (In-house)
    Project Type
    Brand Systems • Brand Governance • Design Operations
  • Industry
    Esports • Entertainment • Media
    Markets
    Ukraine • 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.
  • 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 Competencies
    Brand Systems • Brand Governance • Brand Audit • Logo Evolution • Design Systems • Employer Branding • Event Branding • Information Design • Cross-functional Collaboration
⭐⭐⭐⭐⭐ STAR Case Studies:
Brand Identity Restyling of WePlay Esports

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.
WePlay Esports Arena Subbrand Development

Situation

WePlay was exploring the development of a dedicated subbrand for its physical esports venue — WePlay Esports Arena at VDNH in Kyiv. The challenge was to create a distinct visual expression for the new space while maintaining a clear connection to the parent brand.


Task

Develop a conceptual identity direction for WePlay Esports Arena that could extend the existing WePlay brand into a physical environment while introducing new visual and stylistic characteristics.


Design Approach

  • Built the concept around the unique nature of esports as a virtual sport, translating the tension between digital and physical realities into the visual language.
  • Explored optical illusions and the interplay between 2D and 3D as core principles of the identity.
  • Preserved a strong connection to the parent brand through its primary color palette and recognizable logo structure.
  • Introduced rotation and dynamic transformations of letterforms and graphic elements to create a more energetic and dramatic expression for the subbrand.
  • Developed a visual direction that balanced brand continuity with a distinct identity for the Arena.

Concept Outcome

Created a conceptual visual identity direction for WePlay Esports Arena, demonstrating how the parent brand could evolve into a more dynamic and spatially expressive subbrand.

WePlay Esports Arena Entrance Zone — 3D Concept

Situation

The development of the WePlay Esports Arena subbrand required a spatial expression that could translate its new visual language into the physical environment.


Task

Develop a 3D concept for the Arena entrance zone as a continuation of the core WePlay brand, combining recognizable brand elements with new stylistic devices developed for the Arena subbrand.


Design Approach

  • Translated the conceptual subbrand language into a physical spatial environment.
  • Developed a 3D visualization of the Arena entrance zone at VDNH in Kyiv.
  • Explored the relationship between the existing WePlay identity and new visual elements introduced for the Arena.
  • Applied graphic, typographic, and compositional devices to architectural surfaces and environmental branding.
  • Used 3D visualization to test the overall visual expression and demonstrate the potential spatial direction.

Concept Outcome

Created a 3D visualization demonstrating how the evolving WePlay Esports Arena identity could extend from a brand system into a physical entrance experience.

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