Riot Games LCP

Riot Games launched the League of Legends Championship Pacific (LCP) to bring together one of esports’ most fragmented but passionate regions. The brand needed to unite diverse cultures and fanbases under a single identity that felt powerful, authentic, and distinctly APAC. The creative platform, What We’re Made Of, became both a rallying cry and an open canvas — a phrase that speaks to pride, hunger, and ambition, while allowing fans and players to see themselves in it.

At the core is The Pinnacle, a molten emblem of five figures fused in ascent, symbolising unity and collective drive. This is paired with LCP Ignite, a custom variable typeface, and a multilingual system designed to work seamlessly across scripts. The visual world borrows from textures of molten metal and glowing heat, built to come alive in broadcast motion, stadium screens, social media, and merchandise. With a raw, focused voice and a flexible toolkit of assets, the identity moves with energy across every touchpoint.

The result is more than a league identity — it’s a cultural symbol for APAC esports. LCP now stands as a badge of belonging for fans and players alike, and a brand powerful enough to carry the region onto the global stage.