Overwatch World Cup 2023

Branding and production for the 2023 Overwatch World cup, an international e-sports event.

Tools Used: Adobe Photoshop, Illustrator, Indesign

Branding | Illustration | In-Game Assets | Apparel Design

About the Project

The Overwatch World Cup is an international e-sports competition that made its return in 2023, with a LAN event at Blizzcon. This project included refreshing previous branding, developing team logos for each of the 43 country/regions competing, and production of marketing and in-game assets. The branding and logos were also used in large-scale and print production at the LAN event.

The logos were used in the following ways:

• Digital assets in-game

• Integrated in design of team jerseys

• Web & social representation of the competing teams

Additionally, we will design jerseys for the top 16 teams that will compete in the LAN component of OWWC in Fall 2023.

Creative Director: Jens Sjobergh
Senior Lead: Alyssa Homan
Designers: Shelly Amine & Sean Ngo
Production: Margaret Lee & Britta Anderson

Completed 2023.

Overwatch World Cup Branding

Here is a quick look at the refreshed branding for OWWC. It was important that the look and feel tied back to Overwatch, which is why we updated colors and fonts to match the Overwatch 2 brand. Below you will also see patterns, imagery, and stylizations to create the new assets with.

Creating Logos for 43 Countries

With an international competition, it was important that each participating country/region would be appropriately represented. We were tasked to to reinterpret country/region flags into logos: using abstraction, maintaining respect for the countries’ flags, and adhering to legal feedback. Below you’ll find our inspiration and some progress images as this went through rounds of back and forth with feedback.

After rounds of feedback, we landed on the final logos for OWWC. We felt these properly represented each country/region’s flag in an abstract and modernized way. The final silhouette was inspired by the OWWC logo, providing consistency and brand recognition. Of course there were iterations for each badge, some of them posted below!

Application

Now with an established branding and logos, it was time to start the next step: making things with it! Below you can find various applications that were created for the OWWC.

Players and staff rocking the custom jerseys for OWWC and at BlizzCon 2023.

In-Game Assets

The logos and illustration components we created were turned into in-game assets as well. Here is a look at icons, name cards, and weapon charms created for hype and prize pool crowd-funding!

In-Game Cosmetics

I was also tasked to illustrate viewership incentives for streaming the Overwatch World Cup on Youtube/Twitch. I wanted to commemorate the different “compositions” that were popular during the 2023 World Cup in the sprays. The name cards highlight our top 16 teams and is a spin on the infamous World Cup stage with new characters like Junkerqueen and Kiriko.

You can view other in-game cosmetics I’ve created here.