League of Legends Welcome to Noxus

WELCOME TO NOXUS
BRANDING & GUIDELINES

One of the world’s most-played online games, League of Legends has become a cultural phenomenon, renowned for its expansive universe and immersive storytelling.

In 2024, League introduced a new seasonal model – releasing cross-platform content drops tied to different regions of its fictional world. The first of these was Welcome to Noxus, a themed online campaign centred on the game’s militaristic empire, Noxus. Riot Games asked us to craft a visual identity that matched the ambition and scale of this major release.

From type to regional motifs to textured embellishments, we created an identity that felt unmistakably Noxian – combining sharply carved golden letterforms with cracked stone textures and billowing red drapery to reflect the empire’s gritty, hard-edged aesthetic.

At the core of the system, a flexible typographic treatment served as a unifying element across the campaign – rolling out globally in 28 languages. Designed to scale across every touchpoint of the player and fan experience, it held strong in massive in-game events while remaining refined enough for lore-driven storytelling on social platforms.

Branding, Brand guidelines, Logo design, Regional logo suite, Animated logo, Backgrounds, Textures, Typography system, Type treatment, Border Kit, Poster designs, Animated logo sting

Year: 2025