RIOT GAMES LUNAR NEW YEAR 23' - Andy Burdin — Creative Direction + Design

RIOT GAMES LUNAR NEW YEAR 23'

To help Riot Games bring their annual Lunar New Year celebration to life for players across the world, the team at ThinkingBox worked closely with publishing and marketing teams to capture the spirit of this beloved global holiday through the robust set of logos and branding adorned with traditional papercut layers of red, gold and jade along with full visual design of their digital marketing launchers.

This brand kit & guide helped inform all aspects of the player-facing campaign and permeated throughout all digital, social, and experiential touchpoints across the globe.

My role included creative direction over the entire brand campaign prior to delivery to our partners at Riot Games.

Big thanks to the design + motion team on this: Krystyn Claire, Coco Petersen, Annie Myron, Kyle Castro, Miguel Sarroca, Miquel Reina and many more!

BRANDING

Our team designed & developed the primary logomarks used to represent the Year of the Rabbit & Cat as a cornerstone of the campaign.

THEMED LAUNCHER EXPERIENCES

My team collaborated with Riot's UX designers to design detailed, thematic UI for two separate experiences to live within Riot's game launcher - big props to Krystyn Claire, Annie Myron and Coco Petersen for their hard work on developing this gorgeous UI.

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ANIMATED KEY ART

Thinkingbox/The Heist's super talented motion designers brought Riot's gorgeous key art to life through ambient looping animations that captured the warm spirit and magic of the holiday.