When Gears 5 was released in 2019, it marked a significant moment for the franchise, and I had the incredible opportunity to work on the rebrand for Gears Esports Season 3. This was a high-stakes project where I took full ownership of the design process, from research to final delivery. My goal was simple but ambitious: to create a bold, unified visual identity that would amplify the competitive spirit of the Gears community while ensuring scalability across all media channels.
My mission was to develop a flexible, instantly recognizable design system that resonated with players, fans, and partners alike. I wanted every asset to reflect the gritty, high-energy nature of Gears Esports while standing out in the crowded esports landscape.
Phase 1: Research and Discovery
I always start with research, it’s the foundation of any successful project. For this rebrand, I dove deep into the Gears community. I spent hours on Twitter and Twitch, observing what fans were engaging with and identifying design trends that resonated with them. I also analyzed branding strategies from other esports and traditional sports organizations to see what worked well and what didn’t.
With all this information, I created a mood board that became my north star for the project. It captured the gritty, intense, and passionate essence of Gears Esports, exactly what I wanted to reflect in the final design.
Phase 2: Concept Development
Next, I moved into concept development. This is always my favorite part because it’s where ideas start to take shape. I worked alongside Tiz Beretta, who designed the new logo, ensuring it aligned perfectly with the franchise’s bold and gritty identity. From there, I took full ownership of developing the rest of the visual identity.
I began by experimenting with dynamic photography from past Gears events. These photos were perfect for showcasing the community’s explosive passion and skill. I paired them with bold typography and gritty textures inspired by the game’s aesthetic.
The color palette was another critical decision. I leaned into the franchise’s iconic red, black, and white scheme but made the tones more vibrant to grab attention and create a modern feel. I sketched out different layouts and visual hierarchies to test how these elements worked together.
Phase 3: Iteration and Feedback
No design process is complete without collaboration and feedback. I shared my initial concepts with my team and key stakeholders, gathering their thoughts and refining the designs based on their input.
Some of the biggest changes came from these feedback sessions.
I also tested the designs with members of the Gears community to ensure they resonated with the audience. Their feedback was invaluable and helped me fine-tune the visuals even further.
Phase 4: Final Delivery
After several rounds of iteration, I delivered a polished design system that included:
▪ Hero Imagery: This became the center piece for all promotional materials.
▪ Social Media Templates: These were designed for event announcements, team spotlights, and match recaps.
▪ Live Event Graphics: From on-screen overlays to banners and merchandise, every asset aligned with the new visual identity.
The final designs were bold, cohesive, and adaptable, ensuring they could be used across various platforms without losing their impact.
This project was a pivotal experience, teaching me to balance Gears of War’s bold aesthetic with practical constraints like tight timelines. By collaborating with teams and staying true to the franchise’s legacy, I created designs that resonated deeply with the passionate community.
Gears Esports Screens Design
I had the opportunity to work closely with the UI team at The Coalition, designing tournament screens and HUD elements that became a part of the game and were also featured during live broadcasts.
Gears Esports Merchandise Design
Collaborated with the Licensing team to develop and launch esports-branded products, including bandanas, pins, lanyards, and caps. Independently designed exclusive, event-specific merchandise collections for over 10 major LAN tournaments, leading to sold-out booths and high community engagement.
Gears Esports Promo Videos
I had the chance to create engaging promo videos for Gears Esports, showcasing Fight Nights, LAN tournaments, and shows broadcast on TV and live-streamed on platforms like Twitch and YouTube. It was exciting to work with existing assets like show highlights, gameplay footage, and audio elements to craft dynamic videos. I also added my personal touch by designing custom motion animations and slates using scripts in After Effects.
Thanks for reading! If you have any thoughts or would like to collaborate, I’d love to hear from you.
