Valorant Branding

When I joined the Project A team, the game was still in its early stages. My team was tasked with creating a cohesive brand vision from a foundational stand point to help pave the way for IP development. We recognized that competitive gaming was evolving at that time, akin to the cultural shift sneakers experienced in the 2000s, and a competitive advantage existed in carving a unique space in the overly saturated shooter genre via cultural relevance. We aimed to create a brand that transcended traditional gaming aesthetics, one that players would embrace proudly as part of their lives as a canvas for escapism and youth self-expression. With this vision, we steered away from militaristic and fantastical tropes, developing aspirational characters, deep lore, and culturally relevant music; all ingredients giving birth to the VALORANT brand that can be more than a game.

My role in the project was to help align Marketing and Developer stakeholders on a brand vision by creating a pitch deck. Writing a creative brief to start the development of several assets with internal and external collaborators. Provide art direction and feedback, draft rough layouts and redline painting, and gathering reference to help guide the production process. Finalizing assets such as key art and the motion graphics package to be delivered globally to regional teams at Riot.