Express is the latest addition to the Overwatch League, an Esports platform / competitive Multiplayer Online Battle Arena. With our namesake being Kansas City's own Pony Express, we in a a similar fashion hope to push our hometown into the future by becoming a global presence in this burgeoning medium. With sports culture in Kansas City at an all-time high, the landscape is primed for an Esports team and (as demonstrated by other global metropolises and their Esports teams like Chicago, New York & L.A.) could very well in turn improve the city's economy as well.
BY WHATEVER MEANS NECESSARY
The Branding of Express had to be fully realized and represent as many different marketing avenues as possible. That is why I developed several professional presentations, a 60-page brand book and motion graphics projects for the team. That is also why the overall visual language had to be stripped back. With our logo being a simple abstracted X and with parallel lines and diamonds as our other graphic elements, the result was a streamlined system that was flexible enough for any medium
Branding the team like you would a soccer team provided many convenient corollaries between Esports and the cultures of more tenured sports. It's easier to wrap your head around a foreign concept (like the concept of competitive video gaming as a sport) if you can package it in a way that's familiar.