Overwatch World Cup 2023
As part of the creative team behind the 2023 Overwatch World Cup (OWWC), I contributed to the branding and production for this high-profile international e-sports LAN event. We were tasked to refresh the event's visual identity, developing custom logos for the 43 countries and regions competing. We collaboratively produced a wide range of marketing materials, print production, in-game assets, and cosmetics to ensure a unified brand experience across all touchpoints. Additionally, we designed custom jerseys for the top 16 teams, further enhancing their identity and presence throughout the competition.
Tools Used: Adobe Photoshop, Illustrator, Indesign
Branding | Illustration | In-Game Assets | Apparel Design
Creative Director: Jens Sjobergh
Senior Lead: Alyssa Homan
Designers: Shelly Amine & Sean Ngo
Production: Margaret Lee & Britta Anderson
Completed 2023.
Overwatch World Cup Branding
Here is a quick look at the refreshed branding for OWWC. It was important that the look and feel tied back to Overwatch, which is why we updated colors and fonts to match the Overwatch 2 brand. Below you will also see patterns, imagery, and stylizations to create the new assets with.
Creating Logos for 43 Countries
With an international competition, it was important that each participating country/region would be appropriately represented. We were tasked to to reinterpret country/region flags into logos: using abstraction, maintaining respect for the countries’ flags, and adhering to legal feedback. Below you’ll find our inspiration and some progress images as this went through rounds of back and forth with feedback.
After rounds of feedback, we landed on the final logos for OWWC. We felt these properly represented each country/region’s flag in an abstract and modernized way. The final silhouette was inspired by the OWWC logo, providing consistency and brand recognition. Of course there were iterations for each badge, some of them posted below!
Application
Now with an established branding and logos, it was time to start the next step: making things with it! Below you can find various applications that were created for the OWWC.
Players and staff rocking the custom jerseys for OWWC and at BlizzCon 2023.
Finalized assets being used in broadcast and for social media marketing.
In-Game Assets
The logos and illustration components we created were turned into in-game assets as well. Here is a look at icons, name cards, and weapon charms created for hype and prize pool crowd-funding!
In-Game Cosmetics
I was also tasked to illustrate viewership incentives for streaming the Overwatch World Cup on Youtube/Twitch. I wanted to commemorate the different “compositions” that were popular during the 2023 World Cup in the sprays. The name cards highlight our top 16 teams and is a spin on the infamous World Cup stage with new characters like Junkerqueen and Kiriko.
You can view other in-game cosmetics I’ve created here.
My partner in crime Sean and I posed in front of our work at the OWWC Blizzcon 2023.