OREILLY
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Overview
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.
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.
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.
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.
Credits