Liga Regional Norte 2023
My Role:
Art Direction & Design
Designer:
–
The North Regional League (Liga Regional Norte) is the most important Tier 2 League of Legends professional league in the North Latin American region.
LRN merged 4 regional leagues: División de Honor – Mexico, Golden League – Colombia, Elements League – Central America, Volcano League – Ecuador.
Rationale
Each league represented its own region with its own identity. The challenge for this project was to find a concept that would represent the identity of the 4 leagues and the entire LATAM northern hemisphere region. All the northern regions are culturally very diverse from their gastronomy, their traditions, their deities, idiosyncrasies, clothing, etc.
We thought about the most recurring visual leanguje attached to this area the Aztec/Mayan culture, deities, fretwork and everything that take us back to a pre-hispanic imaginary and look at it from another perspective. We direct our attetion to a fundamental element that unite us as region, as Latinos and keeps our culture and our roots very present: the mestizo blood that runs through our veins.
In that idea we found out the main concept that structured this project: Convergence that means joining several lines or trajectories at one point.
Concepts
With the convergence concept and our research we found out data that became part of the secondary concepts that helped us to construct the logo and branding.
Mestizo Blood
The result of the union of two regions and two continents gave rise to a new race of warriors. Our blood is what unites us with humanity and keeps us close as Latin American brothers.
Latam Veins
Just as blood is important for life, so is water, and in northern Latin America there are world-renowned river systems such as the Papaloapan River in Mexico, the Amazon River in Brazil, the Missouri River in the United States and Mexico, and the Magdalena River in Colombia. These veins of Latin America the waters run through various regions but at some point they converge, forming part of something larger like the Atlantic or Pacific Ocean.
Summoner’s Rift Lanes
In a League of Legends 5v5 match, the red and blue team (made up of 5 players each one) face off inside Summoner’s Rift. This place is divided into three lanes: top lane, mid lane and bottom lane. All 3 lanes converge in the same place, the enemy Nexus and the main objective of the match is to destroy the enemy nexus
Logo
Brand Identity
When we think about Latin America North, we can imagine, among other things, the very representative hot climate of our region. The color pallet integrates the red color of blood in a gradient with an orange that alludes to the climate of the region, giving that warm feeling to the viewer.
The target of this product is constantly in contact with technology and applications. We translate this very well know viasual lenguage for the viewers into the visual identity with the line and texture details together with the typography that gives us that technological feeling.
Key Arts
Branding
Social Media Assets
Video Hype
Broadcast Assets
