YFP 2025
I spearheaded YFP’s complete rebrand and redefining its identity to reflect the style and energy of a top-tier esports organization while paying homage to our original brand. Our goal was clear: to usher in a new era for YFP and prove that we could stand shoulder-to-shoulder with the best teams in the industry.
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.
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, is drawn to nostalgia because they long for experiences they never had or because of their family. They connect with the games, aesthetics, and cultural moments they grew up watching or those shaped by a Millennial perspective.
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.
