A world worth discovering.
A new generation to reach.

Before they could love League,
they had to see a place for themselves.

I worked closely with research teams to understand what stood between younger audiences and League. The barriers went beyond learning the game. Its top-down presentation could feel dated. Its reputation for toxicity made joining feel unwelcoming. And for some, League belonged to their parents’ generation.

Those perceptions shaped the positioning challenge: give a new generation a reason to see League as something for them, with a world worth discovering and a way into it that felt inviting.

All that depth.
More ways in.

League was a bit like an onion: many layers, densely packed, and liable to make you cry. The opportunity was a Bloomin’ Onion. Open it up, make it inviting, and give people different ways to reach the center.

I led the positioning strategy around that challenge. League’s depth was an asset, but newcomers needed an invitation before they needed to understand every layer. The strategic task was to make that richness feel worth exploring, with more ways to find something they cared about.

The positioning gave the work a clear question: what makes someone who thinks League isn’t for them want to take the first step?

A foundation people
could build against.

The work turned shared instincts into a clear point of view: long-term positioning, language across publishing and development, and principles that could be used in real creative decisions.

That foundation became a reference point across the organization. I later applied the same approach to TFT, 2XKO, and R&D projects.

From a foundation
to a manifesto.

I wrote and produced this film to bring the positioning to life for the teams carrying it. Edit by Summoner.