CRAFTING A DELICATE, DREAMLIKE BRAND FOR PLAYERS.
CLIENT
Riot Games
ROLE
Art Direction / Branding
OVERVIEW
Spirit Blossom is our take on the fables and oral histories told during the Spirit Blossom Festival in base canon Ionia, which is Ionia’s equivalent of the Qingming Festival, Memorial Day, or the Day of the Dead. These fables all take place in a fantasized afterlife, where spirits of the dead reside.
Spirit Blossom is our take on the fables and oral histories told during the Spirit Blossom Festival in base canon Ionia, which is Ionia’s equivalent of the Qingming Festival, Memorial Day, or the Day of the Dead. These fables all take place in a fantasized afterlife, where spirits of the dead reside.
MORE CONTEXT
Although there are good, neutral, and evil spirits, they all live on the same plane of existence. There is NOT a gated separation like there would be for heaven or hell. A spirit could essentially “walk” from the land of the good spirits to the land of bad spirits.
Unlike much of Western mythology where the dead are judged upon entering the afterlife to be placed in a “good” or “bad” place, spirits here are free to choose their own path as they wander about.
As a result, the entirety of this Alt Universe exists in the said afterlife, and one can assume everything is “dead,” a spirit, or held in some sort of post-life limbo.
For the Spirit Blossom campaign, our goal was to create a memorable player journey encompassing League of Legends, TeamFight Tactics and Legends of Runeterra to establish Spirit Blossom as a deep and resonant thematic that players want more of. For that, we created a whimsical brand the encapsulates the brand pillars of rebirth and life after death within the Spirit Relm.
The key focus is that of a Harmonious brand that encaptures the balance of Peace and Passion, positioned within a Mysterious Ionian Folklore Thematic.
SOCIAL MEDIA MARKETING ASSETS
As a part of the marketing push for the Spirit Blossom event, we created a series of animated Instagram stories that build hype for players around the stories they can engage with via the Spirit Bonds mini-game.
LEAGUE OF LEGENDS CLIENT EXAMPLES
Outside of the key Marquee video of the event, we created a series of in-client screens that would reveal content as the event progressed.
