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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 LA Guerrillas' 2021 Call of Duty League season, I led creative direction and hands-on design across regulation matches, majors, broadcast graphics, and consumer products.
As Creative Director for the LA Guerrillas' 2021 Call of Duty League season, I led creative direction and hands-on design across regulation matches, majors, broadcast graphics, and consumer products.
Problem
Problem
Esports brand identities tend to blur together: aggressive but generic, loud but forgettable. The Guerrillas needed something culturally specific that could hold up across a full season of broadcast, merch, and social.
Esports brand identities tend to blur together: aggressive but generic, loud but forgettable. The Guerrillas needed something culturally specific that could hold up across a full season of broadcast, merch, and social.
Process
Process
I established the creative direction and built the brand guide, then transitioned ongoing production to a designer while staying hands-on when the work demanded it. The concept came from street culture—graffiti, turf war symbolism, the raw energy of sticker slaps—translated into a seasonal brand system with real visual conviction.
I established the creative direction and built the brand guide, then transitioned ongoing production to a designer while staying hands-on when the work demanded it. The concept came from street culture—graffiti, turf war symbolism, the raw energy of sticker slaps—translated into a seasonal brand system with real visual conviction.
Impact
Impact
The 2021 visuals delivered a distinctive, consistent presence across every touchpoint throughout the season—broadcast packages, stage graphics, social, and consumer merchandise sold through Fanatics and official CDL channels.
The 2021 visuals delivered a distinctive, consistent presence across every touchpoint throughout the season—broadcast packages, stage graphics, social, and consumer merchandise sold through Fanatics and official CDL channels.
Tools
Tools
Photoshop, Illustrator
Photoshop, Illustrator
Impact
The 2021 visuals delivered a distinctive, consistent presence across every touchpoint throughout the season—broadcast packages, stage graphics, social, and consumer merchandise sold through Fanatics and official CDL channels.
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
Esports identities blur together. This one wasn't going to.
Esports identities blur together. This one wasn't going to.
