A brand foundation for the League ecosystem
I developed a shared brand foundation for League’s games, entertainment, esports, and communities. It became a reference point across publishing and development; I later applied the approach to TFT, 2XKO, and R&D projects at Riot.
My contribution: Brand positioning, shared language, and a manifesto teams could build against.
League Ecosystem Book / Positioning“Matt translated the team’s instincts into a clear point of view we could confidently build against. That work shaped how we evaluated ideas and made decisions moving forward.”Kevin Scharff · Executive Producer, Riot Games
“Incredibly impressed by how quickly he was able to grasp complex ecosystems, problem spaces, and synthesize disparate data sets into insights that provide strategic clarity and direction.”David Wang · Head of Publishing, League of Legends
A shared direction, translated into tools teams can use.
Five ideas that give the wider ecosystem a shared foundation.
Book excerpt · Page 5Open full-size page ↗Original pages from the League Ecosystem Book; source design and artwork preserved.
I wrote and produced this manifesto to bring the positioning to life. Edit by Summoner.