Creating worlds beyond gameplay where players and fans become community. A brand that reflects EFG’s revolutionary role in offering a leading digital platform to play, belong and connect.

ESL FACEIT Group

#### In brief

 
In 2022 ESL FACEIT Group (EFG), the world’s largest competitive games and esports company, was formed. Bringing together ESL Gaming, FACEIT and DreamHack — brands fundamental to the global growth of esports and gaming — their mission: create worlds beyond gameplay where players and fans become community. 

 
Built on the legacy of ESL Gaming, the world’s leading organiser of esports events and tournaments; FACEIT, the leading digital destination for competitive gamers, and DreamHack, the organiser of immersive gaming festivals, the new company offers a unified proposition for players, fans, teams, publishers, developers, and partners, no matter where they are on their competitive gaming journey. Elevating EFG's central role in the esports and gaming industry, which has recently transformed to become the world’s most accessible form of entertainment. 

 
Operating under the new ownership of Savvy Games Group (SGG), ESL FACEIT Group is a driving force in the fast-growing but fragmented esports landscape at a critical time in the evolution of the industry. 

 
We partnered with ESL to create the global brand strategy and identity to express the brand’s vision to create the ultimate platform for competitive gaming. 

 
#### What we did

 
Our brand strategy and visual identity reflects EFG’s revolutionary role in offering players and fans a leading digital platform to play, belong and connect, whilst simultaneously supporting game developers and publishers in building sustainable competitive gaming communities and esports ecosystems. 

 
We developed the brand statement *“to create worlds beyond gameplay, where players and fans become community”*, which connects all aspects of EFG’s esports and gaming ecosystem and celebrates its diverse and rapidly growing audience. Powered by technology, gaming today delivers new immersive, interactive experiences for everyone, from pros to amateurs, bringing together players and fans from across the globe to make friends, have fun, and find fortune.

 
The new brand message was flexed for each brand within the group – ESL, FACEIT, and DreamHack – to elevate their individual roles in building ecosystems that enable communities of players, fans and creators to rally together around the games they love.
 
 
To bring this messaging to life, the visual identity is inspired by the concept of uniting gamers and fans, using visual cues native to gamers – gaming maps and a diverse range of player icons that indicate their individual positions in a game. Using visual symbols that are instantly recognisable to the gaming world, the identity aims to make EFG’s fans feel included and united, and inspire new audiences to join in. Designing a unifying visual language for the community, represented through the diversity and individuality of each gaming ecosystem. 

 
The icons are animated to move idiosyncratically – in the way they would within their own gaming world – navigating on screen and uniting in the centre to form EFG’s logo wordmark. These icons also come together to form EFG’s unique typeface, applied as a headline font in communications. 

 
The pared-back colour palette of black and white for the identity gives space for a vibrant RGB palette applied to photography, and brand textures designed from an artistic, three-dimensional reinterpretation of CS:GO and Dota gaming maps. Expressing the worlds beyond gameplay, to capture immersive, other-worldly experiences.

 
> "Gaming and esports are seeing growing audiences across the globe. EFG provides the ecosystems where players and fans become community. Superunion was able to express this perfectly — EFG with its master brands is here to create worlds that go beyond the gameplay experience allowing players, fans and creators to come together and grow on a scale never seen before. Through our creative partnership Superunion has created a brand that is truly for gamers, by gamers, and celebrates ESL FACEIT Group as the destination for the gaming lifestyle experience."
>
> *— Rodrigo Samwell, CCO, ESL FACEIT Group*

 
> "ESL FACEIT Group is a true cultural institution, which serves and celebrates the global gaming community. Having worked closely with ESL and DreamHack as their creative partner, we were excited to bring this new brand collective to life. We wanted to showcase the importance of uniting gamers in the worlds EFG creates beyond gameplay — from esports tournaments to gaming festivals to digital community platforms. At the heart of EFG is the excitement and connection that every gamer feels when they play, stream and watch. We created a brand where gamers could feel at home, using a visual ecosystem that the community would instantly recognise and feel their own."
> 
> *— Marta Swannie, Creative Partner and Piers Komlosy, Design Director, London*

Bringing together ESL Gaming, FACEIT and DreamHack — brands fundamental to the global growth of esports and gaming - to form the world's largest competitive games and esports company. With a new brand that’s designed to connect its entire gaming ecosystem and celebrate its diverse and rapidly growing audience, bringing together players and fans from across the globe to make friends, have fun and find fortune.

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Creative Partner, Design Director, London

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Design Bridge and Partners | ESL FACEIT Group

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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ESL FACEIT Group

Creating worlds beyond gameplay where players and fans become community. A brand that reflects EFG’s revolutionary role in offering a leading digital platform to play, belong and connect.