From websites to packaging, we design experiences that are beautiful and functional.
Building a flexible campaign identity for Euronics × LEC
I developed the core Level Up identity and visual system for Spacefwd, which was expanded across the wider Euronics × LEC campaign.
The Challenge
For Euronics’ LEC partnership, Spacefwd set out to connect its network of European retailers with a younger gaming audience. The identity needed to feel credible within the League of Legends ecosystem while adapting across member brands, languages and markets — from broadcast and social to retail and live events.
The Solution
Working within Spacefwd’s wider campaign concept, I developed Level Up Everyday into a distinctive visual identity built around the familiar gaming idea of upgrading your gear. The system bridges gaming culture and electronics retail while giving individual markets the flexibility to adapt the campaign without losing its core identity.
Services
Brand Identity
I created a custom Level Up logotype with forward motion and upward momentum built into its form. Combined with Euronics blue and yellow, bold typography and game-inspired framing elements, the identity feels at home in esports without becoming dependent on a single gaming aesthetic.
Co-branding at Scale
Euronics operates through multiple member retailers, each with its own established identity. I developed a modular lockup system that could accommodate Euronics, local member brands and the LEC in different combinations — maintaining clear hierarchy and consistency while allowing the campaign to localise across 17 markets.
Bringing the Shopkeeper to Life
A key part of Spacefwd’s campaign idea was positioning Euronics as the real-world Shopkeeper — the place players go to upgrade their gear.
Working from limited existing League references, I developed a campaign-ready interpretation of the character, creating a full design, expressions and poses for use across key visuals, digital content and retail applications.
The character and shop environment were developed within Riot’s IP guidelines and approved by both Riot Games and Euronics.
Building the Campaign World
The Shopkeeper became a recurring part of a wider visual world. I designed customised electronics — including laptops, headsets, keyboards and other devices — reimagined with materials and detailing inspired by League of Legends.
Together with the shop environment and character artwork, these assets created a distinctive library for key visuals, social content and retail communication.
The Fan Hub
The Level Up Fan Hub extended the campaign into an interactive experience where fans could complete quests, earn points, unlock rewards and discover offers.
I helped carry the visual identity into game-inspired UI, character moments and modular content, while the platform supported localised experiences across Euronics markets.
Motion & Broadcast
The Level Up identity was extended into motion through animated logos, campaign graphics and broadcast-ready assets for social content, video and LEC integrations.
Motion, music and subtle sound design added pace and energy while keeping the brand recognisable across formats.
Out in the Wild
Across Spacefwd’s wider campaign rollout, Level Up Everyday appeared in LEC broadcasts, retail environments and live activations — including the Summer Finals in Nice.
The identity scaled from small broadcast placements to POS, digital displays, promotional materials and full branded environments, demonstrating how the system could remain recognisable at every level.
