Reimagining esports identity with a rising female star.
The future looked very bright for LuluLuvely. She’d taken the Apex Legends scene by storm. She’d earned a spot alongside the world’s top female FPS pros. She’d even been signed by premier esports org, NRG. Now Lulu had her sights set on a new stage; Twitch. She was ready to throw everything she had into her broadcast. It was time to reimagine her identity; not just as a pioneer of women’s esports, but also as a top-tier content creator.
The original LuluLuvely brand - created back in 2018 - had helped propel her to stardom. The rebrand would go even further, introducing a new logo, animations and custom widget. Our goal was to create a one-of-a-kind identity reflecting Lulu’s personality; something lively, fun and vibrant. The design would pull elements inspired by her elite esports pedigree and meteoric career rise. The results would surpass even our own expectations.
"It was time to reimagine her identity; not just as a pioneer of women’s esports, but also as a top-tier content creator."