Welcome to
ESC Championship
This project was completed during my junior year as an intern with the ESC Championship. I served as the lead designer for the spring championship, creating the logo, logo animation, stream graphics, and social media assets for an event viewed by over 800 unique viewers.
objective
To create a new logo and brand system for the joint Miami University and Esports Collegiate Championship. I designed all stream and social media graphics for the event and managed the graphic design team throughout the three day championship.
strategy
We began by finalizing the logo, establishing a clear visual direction. From there, the focus shifted to building the stream graphics one by one, ensuring consistency across every asset. Each file was constructed cleanly, with organized layers, so other designers could easily step in and work within the system.
outcome
A full stream package featuring 10 plus unique graphics, a custom logo and logo animation, and over 100 social media posts. The three day event was a success, exceeding ESC’s expectations and ultimately leading to the championship returning to Miami the following year.
For this project to succeed, strategy needed to be embedded from the start.
I envisioned the brand as a Canadian classic, supported by the country’s strong potato farming industry, the moose as a national symbol, and a political climate that encouraged buying local over American alternatives.
From the outset, the goal was to create a striking, recognizable logo.
I leaned into the contrast between the moose’s soft head and sharp antlers, and introduced the sun as a recurring industry motif to visually connect the antlers with the brand’s broader chip category.
I wanted the color palette to feel warm and inviting, reflecting the outdoors and the rays of the sun.
For typography, I chose the Bourbon typeface, which features bold, display-style letterforms with a sense of vintage craftsmanship that leans into an outdoorsy, hand-built feel. Together, the colors and type helped the brand feel refreshing and rooted in an authentic, outdoor-inspired identity.
Earlier stage where as a class we reviewed our logos, color schemes, and wordmarks.
Created to help get understand the visual identity of Wild Chips.
Final color scheme. I focused on a analogous color scheme centering around warmth and natural colors.
Proportional color usage and web accessibility for brand colors.
Final wordmark in color, featuring Bourbon typeface and Wild Chips brand colors.
Final wordmark in black & white with carrier.
but there was a problem solution
When it came to brand applications, I ran into a challenge. I had settled on a simpler graphic style, but after receiving feedback and reviewing the brand as a whole, I realized the designs felt too childish and simplistic.
I knew I needed to pivot.
I refined the graphic style by moving toward photorealistic imagery. Through image editing and texture work, I developed a look that blended flat color with realistic photography. Once applied across the rest of the brand, the visual direction finally felt right.
Earlier stage where as a class we reviewed our logos, color schemes, and wordmarks.
Final color scheme. I focused on a analogous color scheme centering around warmth and natural colors.
Proportional color usage and web accessibility for brand colors.
Final wordmark in color, featuring Bourbon typeface and Wild Chips brand colors.
Final wordmark in black & white with carrier.
From an early brief to a complete brand
By the end of the project, Wild Chips had developed into a complete and cohesive brand system. The final brand guidelines defined how the brand presents itself visually and verbally, and how it adapts across different applications. This project reinforced the importance of consistency and intention when building a brand from the ground up.
If you would like to explore the full brand guidelines, they are available below.
