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Directed by Scott Laserow


◆   Cross-generation of gamers

◆   Competitive esports players and community


Wired : The Gaming Olympics is an esports, electronic sports, event in the Olympics. The IOC, International Olympic Committee, has been discussing the possibility of integrating esports into the Olympics to engage younger generations.

Create an exciting brand for an Olympic event to help bring people together from different disciplines, communities, cultures, and generations.


One of the challenges of this project was to create a feasible brand that showcases how esports can become a viable official Olympic event. 


By using references to retro gaming visuals and reapplying it in addition to technological trends, the branding spans across multiple generations of gamers. Merging customs from both traditional sports and gaming culture to bring people together and engage online audience in a way that hasn’t been done before will allow the Olympics to reach a larger audience than ever before.




View full case study & process

The mark embodies the spirit of the Olympics and gaming culture by combining the Olympic rings with four directional buttons on a gaming controller. The font I used for “wired” imitates the electronic cables and cords from a gaming setup.

This promotional poster is reminiscent of fighting games back in the late 1990s and early 2000s. The aesthetics were heavily inspired by gaming visual effects and interfaces.

I broke the monotony of athletic team uniforms that were represented in previous e-sport events by playing with the composition of content.