Go Golden - MSI 2023 Brand Campaign

What We Did

In celebration of the Golden Guardians' first international appearance in League of Legends, I spearheaded a coordinated brand campaign to bring messaging in line across all socials and graphics.

How We Did It

Go Golden was developed as an opportunity to invite North American fans to put their allegiance behind us as we competed on the international stage. The phrase worked on three levels:

1. Go Golden is a common phrase in League of Legends to describe what happens when players use the "Stopwatch" item in game.

2. A plea for unattached NA fans to root for us as we competed.

3. Conveys the sense of prestige and accomplishment attached to teams competing on the international stage.

Campaign Element - Redesigned Jersey

Our MSI Jersey was a complete reimagination of the Golden Guardians standard look, migrating away from our all-black regular season kit to a white jersey with a custom illustration.

Campaign Element — Unique Visual Identity

Led the team in developing and implementing a new mood board with a unique gold to differentiate our MSI graphics. Adopted baroque and neoclassic design elements to distinguish our graphics for the moment.

Additional Responsibilities

During the Go Golden campaign, I also:

1. Oversaw all video and graphic production

2. Coordinated our updated store launch to maximize sales

3. Worked with League officials to coordinate content capture.