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LA Guerrillas 2021 Creative Direction
LA Guerrillas 2021 Creative Direction
LA Guerrillas 2021 Creative Direction
LA Guerrillas 2021 Creative Direction
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 both high-level 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 both high-level 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—and one that could scale across broadcast, merch, and social.
The team needed a distinctive, culturally resonant identity that stood apart in a crowded esports landscape—and one that could scale across broadcast, merch, and social.
Process
Process
I built the brand guide and directed all visual development, drawing inspiration from street art, graffiti, and “turf war” symbolism. The concept of sticker “slaps” informed the raw, rebellious aesthetic, aligning with the Guerrillas’ name and persona. I led design execution across platforms, ensuring cohesive deployment throughout the season.
I built the brand guide and directed all visual development, drawing inspiration from street art, graffiti, and “turf war” symbolism. The concept of sticker “slaps” informed the raw, rebellious aesthetic, aligning with the Guerrillas’ name and persona. I led design execution across platforms, ensuring cohesive deployment throughout the season.
Impact
Solution
Impact
A bold, gritty identity rooted in urban culture—featuring layered textures, sticker motifs, and aggressive typography—that gave the Guerrillas a striking, recognizable presence.
A bold, gritty identity rooted in urban culture—featuring layered textures, sticker motifs, and aggressive typography—that gave the Guerrillas a striking, recognizable presence.
Esports
Esports
Brand Identity & Visual Language
Brand Identity & Visual Language
Credits
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
