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LA Guerrillas 2021
LA Guerrillas 2021
LA Guerrillas 2021
Company
Company
Kroenke Sports
Kroenke Sports
Franchise
Franchise
Call of Duty League
Call of Duty League
Role
Role
Creative Director
Creative Director
Context
Context
As Creative Director for the Los Angeles Guerrillas' 2021 season, I led creative direction and hands-on design across regulation matches, majors, broadcast graphics, and consumer products.
As Creative Director for the Los Angeles Guerrillas' 2021 season, I led creative direction and hands-on design across regulation matches, majors, broadcast graphics, and consumer products.
Problem
Problem
The team needed a distinctive, culturally resonant identity that stood apart in a crowded esports landscape—one that could scale across broadcast, merch, and social throughout a full season.
The team needed a distinctive, culturally resonant identity that stood apart in a crowded esports landscape—one that could scale across broadcast, merch, and social throughout a full season.
Process
Process
I established the creative direction and built the brand guide, then transitioned ongoing production to a designer while remaining hands-on when the work demanded it. I drew inspiration from street art, graffiti, and turf war symbolism—the concept of sticker "slaps" informing a raw, rebellious aesthetic that aligned with the Guerrillas' identity.
I established the creative direction and built the brand guide, then transitioned ongoing production to a designer while remaining hands-on when the work demanded it. I drew inspiration from street art, graffiti, and turf war symbolism—the concept of sticker "slaps" informing a raw, rebellious aesthetic that aligned with the Guerrillas' identity.
Impact
Impact
The 2021 visuals delivered a strong, differentiated brand presence that held up consistently across every touchpoint throughout the season.
The 2021 visuals delivered a strong, differentiated brand presence that held up consistently across every touchpoint throughout the season.
Impact
The 2021 visuals delivered a strong, differentiated brand presence that held up consistently across every touchpoint throughout the season.
Esports
Esports
Brand Identity & Visual Language
Brand Identity & Visual Language
Credits
Credits
Head of Social
Head of Social
Brandon Guarneri
Brandon Guarneri
Social Manager
Social Manager
Frank Salerno
Frank Salerno
Content Strategist
Content Strategist
Levi Hill
Levi Hill
Senior Designer
Senior Designer
George Stafford
George Stafford
Director, Marketing
Director, Marketing
Joy Chao
Joy Chao
