Riot Games has taken the wrappers off its brand identity for the League of Legends Championship Pacific (LCP), a new esports league aimed at unifying the diverse esports landscape across the Asia Pacific (APAC) region.

This initiative marks a significant step in the esports domain, with Koto Sydney leading the charge in developing the brand's strategy, design, tone of voice, and visual identity. The brand platform, 'What We're Made Of', is central to the LCP's identity. It underscores the themes of regional diversity and competition.

Riot Games' League of Legends World Championship in 2024 set a viewership record with 6.94 million concurrent viewers during the final game, highlighting the increasing popularity and reach of esports in the region. The APAC esports market is on a growth trajectory, projected to reach US$2.5 billion by 2030. This growth is expected to occur at a compound annual rate of 26% from 2025 to 2030.

A key element of the visual identity is 'The Pinnacle', a 3D emblem that symbolizes regional unity and ambition. The design also features a modular graphic system inspired by the League's in-game lanes, adaptable for digital, broadcast, and live environments. Additionally, a custom typeface named LCP Ignite was developed to cater to multi-language use across the APAC region.

"The goal with LCP was to frame the league not just as a competition, but as a cultural force. The energy and sentiment captured in the idea ‘What We're Made Of’ is a fitting platform," Gerald Torto, senior strategy director at Koto Sydney, stated. "It gives APAC an unapologetic and proud voice that looks ahead to an exciting future. This became the driving force behind everything we created, from architecture and positioning to verbal and visual identity."

Melissa Bailache, creative director at Koto Sydney, highlighted the collaborative effort with Riot Games. "From the start, Riot made it clear this was about building pride and momentum, and giving fans a brand that belongs to them. Over the past year, we’ve immersed ourselves in the region’s culture, worked side-by-side with Riot’s APAC team to create a system that reflects what makes this region unstoppable: its people," Bailache said.

Koto Sydney operates studios in Berlin, London, Los Angeles, New York, and Sydney. The agency has a track record of working with high-profile brands, including Airbnb, Amazon, and Netflix. This latest project with Riot Games adds to their portfolio of global brand collaborations.