YFP 2025
I spearheaded YFP’s complete rebrand and redefining its identity with a focus on scrappy energy that stood its ground against top-tier esports organizations. Paying homage to our original brand, to bring the old fans and embrace the new was one of our main goals so we could usher in a new era for YFP.
With this visual overhaul, we focused on key objectives to ensure a strong and cohesive brand identity:
Maintain the YFP logo’s shape as closely as possible.
Introduce a completely new color palette—no orange, red, or yellow.
Preserve the grungy aesthetic in some form.
Incorporate illustration work whenever possible, time permitting.
The work showcased below represents pieces I crafted from concept to final execution, bringing this vision to life. If you want to see the work of the staff, please checkout our Behance page for 2025.
Role
Creative Lead &
Graphic Designer
Feb 2024 to PresentTimeline
Jan 2025 - PresentSkills
Branding and Identity
Brand Direction
Art Direction
Social Media Design
Social Strategy
Motion Design
Merch DesignTools
Adobe Photoshop
Adobe Illustrator
Adobe After Effects
Procreate
YFP MOTION
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YFP MOTION *
Gaming spans all generations: it's an integral part of everyday life. YFP's core audience, Gen Z and Millennial, loves the energy we bring. Many of them are drawn to the nostalgia from age or a longing of experience they never had.
Through the brand’s image, voice, and the graphics shaped, our team brings us back to the past.
LAN GRAPHICS
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LAN GRAPHICS *
Whenever YFP attends a LAN event, I design graphics that pay tribute to the local culture.
For our Dallas LAN event, I created a series of graphics inspired by Eastwood films and the iconic Texas cowboy boots and hats, blending classic Western aesthetics with YFP’s dynamic style.
YFP Illustrations
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YFP Illustrations *
At YFP, the one thing we do best is the awareness stage of the marketing funnel. We know how to grab an audience’s attention.
However, we aren’t great at conversion and we are working towards building brand loyalty through our story. That’s where these illustrations come in.
