Riot has existed as the quiet parent brand to the widely successful League of Legends. Players didn’t interact with Riot’s brand in any lasting, meaningful way. As Riot has grown into a multi-game studio and expanded its intent to ship more than just games the need for a contemporary, approachable brand, that elevates and reacted to its sub brands became apparent.
In addition to establishing a brand we had to build the foundation for a new platform to house all of our games and media under one ecosystem. This included a launcher, account management, commerce, and a mobile application.
Our founding principles when we set out to define the art direction of Riot’s new brand were that we wanted to celebrate our game’s brands and identities as that is what our players are here to see. Because our games have drastically different IP’s and brand manifestations we found that a clean, contemporary approach can be flexible enough to move to the background. We wanted our parent brand to react to the content we are showcasing creating a unified and adaptive identity.
Our expressive components are built around responding to the art work and generating a gradient that connects the content to the layout.
We use corner radii as a system to guide users from our most elevated content to our more administrative content.
We designed a system that enables our game teams to input a single brand color to inform all of the game specific CTA’s. Clearly denoting when an interaction is a Riot or game specific moment.
Our design system was developed to serve both Riot and the game brands where necessary. We focused on creating an expressive system while still being entirely CVAA compliant for both light and dark themes.
Creating an account is, for many, the first touchpoint with a brand. We wanted to lean into an expressive flow to celebrate the game the player entered the sign up flow from. Utilizing a full screen, stepped experience, and playful copy, we created an immersive, personable introduction to our brand.
Focusing on getting players into the game as quickly as possible, we crafted an experience that starts with a login panel that resolves to drop the player into an immersive patching state. When the game is finished downloading we display an oversized play CTA.
Our games sell a variety of content from characters with abilities to cosmetic items. We built a commerce flow that can support these differing types of content and adapt to the content itself. Getting the player excited to jump back into the game looking pretty slick.
A primarily transactional experience that relies on our more functional end of the Riot brand. Equips the player with a single destination to take care of any account related matters.
Extending our brands presence to emails to help ensure our players know and trust communications that come from us.
