OKAMI ESPORTS
An emerging eSports team based in Spain, that wanted to reinvent themselves
and the identity of their club to reflect their ideals
Year
2024
Category
Branding - eSports Design - Motion Graphics
MY DESIGN APPROACH (01)
My design process places a strong emphasis in creating an innovative design that shows the true personality of the brand while maintaining the readability on all their uses, so it is coherent and easy to remember.
The designs must speak to the audience and make it comfortable to players to be proud of the club
With this project, I knew our challenge wasn’t just about aesthetics but about capturing the spirit of Okami eSports as it transitions from a casual community to a professional identity in a fiercely competitive arena. The goal was to position Okami uniquely within the crowded eSports landscape, not only visually but also culturally, by leaning into its mythological roots.
The challenge was clear: we needed to craft a brand identity that felt powerful, timeless, and distinctly representative of Okami’s values—passion, inclusivity, and community.
Any successful design project is rooted in research, and for Okami, this meant understanding not just eSports but the culture and communities within it. I studied competitor branding and dissected eSports design trends. But I didn’t stop there—I examined patterns in Japanese design to find ways to authentically incorporate that influence. This dual focus—understanding eSports and honoring Japanese cultural elements—formed the foundation of the design strategy, bridging modern gaming aesthetics with timeless folklore.
USER RESEARCH (03)
Knowing our audience was crucial, so we conducted surveys and user testing sessions. We didn’t want to create in isolation. Feedback on early sketches was invaluable—it highlighted areas where we needed to push the design further. The community’s passion for eSports showed in their detailed feedback, which sharpened the final product, making it more aligned with their expectations. This iterative feedback loop made the end design a collaborative effort, connecting the brand to its fans on a deeper level.
BRAND BACKGROUND (03)
The brand background of Okami—its connection to Japanese mythology, particularly the deity Amaterasu—was a gift. It gave the brand a built-in story, a narrative rich with symbolism that we could draw from. This mythology-inspired framework became the heartbeat of the visual identity. By grounding the design in something as storied as Japanese folklore, we were able to infuse the identity with layers of meaning that resonate with an audience that values both culture and community
BUYER PERSONA (03)
Crafting a buyer persona for Okami was all about understanding the psychology of our audience. These are people who thrive in digital communities, who value belonging but also love individuality. They’re drawn to Japanese culture and eSports, so we knew we needed a brand that was sleek, contemporary, and just a bit mystical. This persona informed everything from our color palette to our merch strategy, ensuring we didn’t just create a logo but built a lifestyle around it
BRAND STRATEGY (04)
Okami’s brand strategy was clear from the outset: to establish a community-focused identity that embodies professionalism and inclusivity. The strategy was more than just a tagline; it was about creating a brand that its audience could rally around, fostering a sense of pride and belonging. The goal was to create something that felt premium, yet accessible—something that felt as powerful on a screen as it did on merchandise. By leaning into this dual focus, we positioned Okami as both a community and a cultural force within the eSports world.
DESIGN PROCESS (03)
The design process kicked off with conceptual exploration—lots of it. I started with broad brainstorming, diving deep into visual associations with wolves, deities, and Japanese folklore. My goal was to avoid clichés and find fresh, symbolic ways to represent ‘Okami.’ This was followed by iterative sketching, from rough thumbnails to more polished explorations. The process felt almost ritualistic, stripping back each layer until we had something that spoke to both the competitive edge of eSports and the heritage of Okami’s namesake. Every detail was considered, from the line weight to the spacing, ensuring each element was intentional and meaningful.
BRAND DESIGN (05)
The brand design phase was all about refinement. We worked with a palette of rich, evocative colors—like Flame Orange and Ignition Blue—that evoked both the warmth and intensity of Okami’s identity. Typography was another focus; we went for a type that balanced modernity with a hint of traditional influence. Every element, from the emblematic wolf icon to the surrounding graphic motifs, was crafted to feel cohesive, ensuring that Okami would stand out in the eSports arena while remaining true to its heritage.
MERCH AND APPLICATIONS (05)
OUTCOMES AND CONCLUSION (06)