YFP 2025

Built a community, nostalgia focused brand system to increase brand awareness, fan engagement and apparel conversion. The work below is the work I completed myself. To see the art and creative direction that I oversaw for this year, please check out the Behance page.

All work below are the pieces I executed from concept to completion unless credited otherwise.

Role

Creative Director & Chief of Staff

Timeline

14 Months

Skills

Branding and Identity
Art Direction
Graphic Design

Tools

Adobe Photoshop
Adobe Illustrator
Adobe After Effects
Procreate

  • YFP Rebrand

  • Logo Exploration

  • Mascot Exploration

Goal

Brand refresh to increase brand image and brand awareness

Approach

Work closely with ownership to build a brand that aligned with their vision; resulting in many iterations that led to dead ends.

  • Cover

  • Logo

  • Overview

  • Mascot

  • Logo Color Usage

  • Patterns

  • Brand Overview

Outcome

  • Brand outreach spanning over 1+ million

  • Established a recognizable visual identity within the esports community that was met with positive feedback

Reflection

Building more than a brand and assets, but a full design system is all consuming.

  • Lettering Process

  • Lettering Process

  • Victory Graphic

  • Lettering Process

  • Defeat Graphic

  • Welcome Spencer

  • Welcome Zach

  • Resume Review Night

2025_YFP_VideoAssets_Intro_Microsoft_ThreeSeconds_Transition.gif
2025_YFP_VideoAssets_Intro_Microsoft_FiveSeconds_Compressed2.gif

  • Launch Apparel

  • Launch Apparel

  • Launch Apparel

  • Launch Apparel

  • Halloween Drop

  • 3rd Apparel Drop

  • 3rd Apparel Drop

Credits

3D work goes to Nicolas Desprez. Apparel design to outside sourcing

Approach

Exported PNG frames via After Effects. Drew each frame by frame via Photoshop.

  • Mummy Patty

  • Ghost Boy Patty

  • Patty Shaking It

  • Patty working out

  • Patty Working

  • Patty Rizz

  • Match Day Sketches

  • Victory Sketch

  • Victory Sketch

  • Results Sketch

  • Defeat Sketches

  • LAN Announcement

  • Day 1 Match Day

  • Day 1 Defeat

  • Day 1 Victory

  • Day 1 Victory

  • Day 2 Match Day

  • Day 2 Defeat

  • Day 2 Victory

  • Day 2 Victory

  • Day 2 Victory

  • Day 2 Victory

  • Day 2 Victory

  • Day 3 Match Day

  • Day 3 Defeat

  • Day 3 Victory

  • Day 3 Victory

  • Day 3 Champions

  • YFP Voice Comms Thumbnail

  • YFP Voice Comms Thumbnail

  • Creator Brynn Thumbnail

  • Creator Riley Thumbnail

Credits

3D work goes to Nicolas Desprez

Approach

Exported PNG frames via After Effects. Drew each frame by frame via Photoshop. Also handlettered on-going staff names to be added in as background details in the video.

  • Storyboard Pt 1

  • Storyboard Pt 2

  • Quick frames for more YFP branding

  • Use of staff posters

  • Foreshadowing with Spiderman Reference

  • JJK Reference

YFP 2024

FreshCut

Check out more work!

2023 Des Moines DMG

Legends of Runterra