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Scottish Esports League

Identity Design, Broadcast package, Social and OOH campaigns

The brief

The biggest esports event in Scotland, in it's 4th year was preparing for the announced Dundee Esports Arena. The brand needed to reflect the intent of the league and make a more engaging spectator experience across the 5 games being competed in.

The execution

The identity required a colour & logo system for all imagery to be synonymous with the brand in all its facets. We also wanted to make the league feel inherently scottish but not overtly so took inspiration from national symbols of the saltire and stags.

My Role

Head of Content & Creative Director

At Esports Scotland, the nations biggest esports events company - I oversaw all content and managed the content team. Alongside this I was Creative Director for the Scottish Esports League and other IP.  In addition I secured and maintained partnership relations with sponsors including Lenovo Legion, Currys, Irn Bru, and more.

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Strategy & Branding

My processes leverage world-class expertise, utilizing the frameworks created by Grammy award-winning studio ‘Blind’.


Developing the Strategy

Discovery is where we get to understand your business, your goals, and your customers. 


Defining the brand

Through a series of exercises in the strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act


Knowing the customers


User profile create a north star for the project ensure all desicions go back to: “what would get them excited?!”. 

It’s not about us it’s about them.

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5x Increase in Attendence

Received organic coverage from Scottish celebrites with no prior contact / connection.

Increase Signups by 180%

Increased press coverage including BBC, STV, The Courier, The Sun & more.

Sold out 3 day event with 3000+ atendees

Increased demand so much, project scope was increased to accomidate.


Inbound 6 figure sponsorship offers with no paid ads or outreach post rebrand.

Secured the extension of existing sponsorship deals

Multiple new commercial partnerships started after the event as a result of success.

Following the project's success, Esports Scotland was commisioned for mutplie white label events.

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The Team

Creative Director - Dale R Murray

Graphic Designer - Michael Philips

Graphic Designer - Liam Dargie


SEL4 Finals - November 2022


Esports Scotland & Dundee City Council

Want to work with me?

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