Overview
I led the creative direction and execution for all apparel graphics and merchandise for 18 LPL teams. My goal was to bridge the differing perspectives of Nike Global and Nike China while creating a unique and compelling visual identity for each team. This included a flexible design system that allowed for customization while maintaining Nike’s global standards.
Client
Nike Greater China
Industry
Fashion
Service
Visual Identity
Pitch Development
Creative Strategy
Fashion
Duration
6 Months
The Challenge
The key challenge was finding common ground between Nike Global’s strict design limitations and Nike China’s belief in the competitive legitimacy of esports. Additionally, I needed to craft a design system that reflected the individuality of each LPL team while appealing to both fans and team owners. Ensuring cohesion across on-field uniforms and off-field merchandise was essential.
The Solution
I developed a 4-design, 4-layer, mix-and-match design system that provided flexibility for team customization within Nike’s guidelines. In addition, sub-branded elements that represented team pride and fan passion, bringing the stories of each team to life. Through compelling design presentations and thoughtful visual hierarchies, the local team and I successfully bridged Nike’s global requirements with LPL team needs, resulting in a cohesive brand experience across apparel and merchandise.
