Arcane Season 2 Branding + Marketing

ARCANE SEASON 2
BRANDING + MARKETING GUIDE

Arcane is a critically acclaimed animated series based on League of Legends – reimagining the game’s champions in an expanded narrative world. Released on Netflix in 2021, the show drew praise for its storytelling and visual ambition, resonating with longtime League fans as well as first-time viewers.

Ahead of the second season’s release, Riot Games asked us to develop a comprehensive design system for Arcane’s global campaign. Taking inspiration from the show’s episodic structure, we built a multi-layered identity that evolved across five narrative acts – shifting in tone, palette, and texture as the story unfolded. Each chapter required a tailored set of visual assets, including monograms, logo treatments, backgrounds, border kits, image and type treatments, motion kits and animated logos – all designed to work within a unified brand world while reflecting the distinct tone of each act.

From concept to execution, every detail was built to reflect the richness of Arcane’s animated world.

Branding, Brand guidelines, Logo treatments, Animated logos, Key art, Backgrounds, Typographic system, Type treatments, Character treatments, Border kits

Year: 2024