American Premier League

01.

This rebranding initiative for the American Premier League (APL) was strategically designed to elevate the organization's identity within the competitive gaming community and beyond. The project's primary objectives were to cultivate a sense of competitive prestige among players, foster a supportive and inclusive community environment for all participants, and streamline the experience for fans to easily track and support their favorite teams. The updated visual identity needed to reflect the tournament's three-tiered structure, with a new logo designed to visually represent these distinct skill levels. A significant part of the rebrand involved a conscious decision to minimize the overt references to the United States in the logo. While the league is "American," a large portion of its players and teams aren't U.S. residents, and this change promotes a more inclusive, international appeal. This strategic shift not only better represents the diverse player base but also positions the brand for broader global recognition.

03.

To ensure the new brand resonated with its key stakeholders, a comprehensive research and testing phase was conducted. This involved organizing small focus groups that included fans, players, team owners, and corporate stakeholders. During these sessions, opinions were gathered, and minor A/B and usability tests were performed. This iterative process allowed the design team to refine the brand's visual language based on direct feedback, ensuring that the final output would be well-received by the community. A key finding from the focus groups was that 76% of all participants favored a high-contrast and simple design aesthetic, which directly influenced the final logo and brand kit. The success of this rebranding was immediately apparent: within the first week of implementation, the APL secured three new sponsorship meetings, which ultimately led to a successful partnership with Qonzer, a prominent server provider.

76% of Users

Opted for high contrast and simplicity, informing the final design aesthetic

2-Month Design Phase

The time it took to create the final branding and brand kit.

3 Sponsorship Meetings

Secured within the first week of the new brand launch.

2024

Freelance

Project Type

Designer | Developer | QA | Stakeholder

Role

Visual Designer | Motion Designer | Graphic Designer

Tools

Adobe Illustrator | Adobe XD | Figma | Adobe Photoshop

Contribution

Designer | Developer | QA | Stakeholder

02.

The new branding was also developed with the intention of showcasing a higher level of professionalism to appeal to potential sponsors and external business partners outside of the traditional esports market. By presenting a polished and sophisticated image, the APL could attract new opportunities and partnerships that were previously out of reach. The core of this rebrand was the logo, but the new visual identity was consistently applied across all brand touchpoints, including player schedules, standings, and other visual marks, ensuring a cohesive and unified brand experience. Throughout the two-month design phase, the project underwent numerous iterations. The process involved close collaboration with the league's owner to fully understand the brand's desired message and core values. This partnership was crucial in shaping a brand identity that was both authentic to the organization and appealing to its target audience.