Geeking Out!

Lead Designer & Brand Strategist

Making it ready for player one. Leading the creative vision for the University of Delaware’s first-ever esports arena, brand identity, and marketing platform.

Brand Website

Embroidered Delaware Esports pillow gaming chair. Photo Credit: Evan Krape

Wide shot of esports area showing score board and projection mapped wall. Photo Credit: Evan Krape

Delaware Esports team jerseys. Photo Credit: Evan Krape

Project Vision

Establish an elite collegiate esports facility and brand.
This groundbreaking initiative combined design, tech, and competitive spirit into a future-forward space supporting a new game studies major and a growing esports team culture.

Arena Experience
The Delaware Esports arena opened in February 2020, featuring a full competition stage, immersive lighting, projection mapping, and a custom-built illuminated mascot wall—all designed to heighten energy and school pride.

Mock-up of the Delaware Esports branded smokey arena scoreboard base.

My Role

Lead Designer & Brand Strategist
From visual identity to environmental branding, I directed creative development across all physical and digital touchpoints of the Delaware Esports experience.

 

Key Collaborators

  • Tony Doody (Executive Director, USC – Vision & Leadership)

  • Horizon AVL (Audio/Visual & Lighting Integration)

  • Scott Payette Architects: Boston (Environmental Architecture)

  • G-Build (Construction Management)

  • UD Office of Communications & Marketing

  • The Egg (Student Creative Team)

  • Raven (Apparel Design)

Delaware Esports mascot, feature wall and illuminated sign. Photo Credit: Evan Krape

Delaware Esports mascot, stage and digital signs, feature wall and illuminated sign. Photo Credit: Evan Krape

Delaware Esports mascot, feature wall and illuminated sign. Photo Credit: Evan Krape

Delaware Esports logo system acceptable background colors using the UD color palette.

Brand Development

 

  • Logo System: Utilizing UD Athletics’ trademarked Blue Hen, I created a logo system blending school tradition with sleek esports aesthetics, navigating licensing with the university’s trademark office.
  • Colorways: Integrated seamlessly with UD’s core palette for maximum brand continuity.

Signage & Space Design

Designed feature walls and custom LED signage in partnership with Impact Signs and DMD Printing.

Mock-up of Delaware Esports teams feature wall & custom Delaware Esports illuminated sign.

Delaware Esports illuminated sign fabrication plan.

Delaware Esports illuminated sign fabrication components.

Team Identity

  • Directed esport jersey and apparel creation for all teams (Rocket League, Hearthstone, League of Legends, Overwatch) in collaboration with Raven.

  • Developed large-scale promotional graphics, storefront displays, and branded furniture touches like the custom embroidered pillow for esports gaming chairs.

Delaware Esports custom-designed jerseys.

Delaware Esports custom-designed hoodies.

Marketing & Digital Media

  • Led creative direction for the original Delaware Esports website, newsletter, motion graphics production, and admissions materials.

  • Directed and co-produced media days, video campaigns, and digital content in collaboration with student creatives and communications colleagues.

  • Worked closely with Sean Diffendall on digital marketing and website. 

 

Outcome

What started as a vision became a signature program—an elite facility, a thriving competition brand, and a launchpad for a new generation of game studies students.

It wasn’t just esports. It was future-forward brand building—with joystick precision.

Esports captain storefront display. Photo credit: Abby Phillips