Geeking out!

Ready for player one, designing the University of Delaware esports logo and arena branding.

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

Vision
Create the first-ever esports arena facility and competition program at the University of Delaware.

Background
The state-of-the-art arena, design, technology, audio, visual, lighting, and branding elements took a village to complete for the Grand Opening in February 2020 when we introduced the Delaware Esports brand and competition teams. This project showcases unique and exciting marketing to support the successful growth and development of esports competition, the arena facility, and the degree of the future – game studies major.

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

Project Details

Role
Lead Designer and Branding

Collaboration Partners
The brainchild of Tony Doody, Executive Director of University Student Centers (USC), his staff led the creation of the program and arena facility coordinated by a University Project Manager in collaboration with the following external firms:

Scott Payette Architects: Boston
Horizon AVL System Integration
G-Build Construction Managers

The Office of Communications and Marketing provided additional support for the Grand Opening event. The program and arena facility is supported by the Division of Student Life.

Project Type
Environmental Design, Branding,  Marketing and Communications

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.

Esports Brand

I designed the Delaware Esports Logo System vetting designs with Creative Director Keith Heckert of our central office of communications and marketing. I worked to obtain all necessary licensing and trademark approvals when revamping the university-trademarked athletics mark for esports purposes to begin pulling the space together under one new cohesive esports brand. I mirrored athletics methodologies, embodying school spirit into this futuristic competitive esports program brand while delivering a modern esports edge. 

Signage

I designed the Delaware Esports illuminated sign with Impact Signs and the esports team feature wall showcasing the program’s four competition esports teams, Rocket League, Hearthstone, League of Legends, and Overwatch, with 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.

Esport Jerseys

I provided creative direction for the Delaware Esports jerseys and apparel in collaboration with Raven.

Delaware Esports custom-designed jerseys.

Delaware Esports custom-designed hoodies.

Delaware Esports Marketing

I designed the program’s standard look and feel, the first versions of the website and newsletter, and the program guide for admissions tours. I also developed large-format print designs like the esports captain storefront display, and managed and planned an annual media day for the players. I’ve worked with The Egg, student creative agency to develop various projects like broadcast packages and projection mapping displays, as well as with professional Student Life communications and marketing colleagues, specifically Sean Diffendall, who spearheaded Delaware Esports digital marketing efforts.

Esports captain storefront display. Photo credit: Abby Phillips