Visual Branding

✨ 100 Thieves — Visual Branding OVERVIEW An evolution of the visual identity for 100 Thieves, the globally recognized esports and gaming organization. The objective was to establish a definitive brand system that reflects the organization’s cultural influence, competitive spirit, and connection to contemporary gaming and streetwear communities. THE CHALLENGE As the brand expanded across esports, apparel, and digital media, it required a more cohesive and recognizable identity—capable of unifying diverse touchpoints while maintaining authenticity within youth and gaming culture. THE APPROACH We developed a distinct, flexible design system grounded in clarity, attitude, and cultural relevance. The direction balanced bold simplicity with expressive application, ensuring the identity could scale across competitive gaming, merchandise, and digital storytelling without losing impact. THE OUTCOME A refined visual identity that strengthens brand recognition, cultural resonance, and consistency—supporting 100 Thieves’ continued growth across esports, fashion, and media. SCOPE • Rebranded visual identity system • Brand collateral and merchandise direction • Digital campaign visuals