ESL
The Electronic Sports League, commonly referred to as ESL, is perhaps the world's most well-known and respected esports organisation. It organises competitions around the world, hosting some of the largest and most lucrative events on the esports calender. I am the lead designer & designer for a number of campaign landing page designs, as well as making incremental design updates to the ESL shop.
Project Brief
My duties for this client is to lead the design output of landing pages for campaigns to be launched by ESL on their online shop. ESL have a Shopify themed based website and required that landing pages be mocked up on a regular basis to help facilitate new marketing campaigns . Page designs will require some custom code to meet the designs but adhere to a template that has been created to ensure a consistent layout across landing pages. The overall aim of any work carried out is to increase sales, conversion rates, and AOV.
Creation of images and Icons
Hi-Fidelity Designs
Design & UX consultation
Art Direction
The Process
While working at Squashed Pixel as the Design Manager, ESL where under a long term retainer where we would be responsible for all aspects of their Shopify site from Design, UX and development. Weekly stakeholder meetings are conducted where top level initiatives are discussed between the client and the SMT team at Squashed Pixel, whom I am part of, and daily ad-hoc calls & meetings are carried out during the lifecycle of a project .
An agile design methodology is followed with projects being broken down into sprints. Once the designs have been though a number of iterations and signed off they would be handed over to the development team whom I would work closely with to ensure the final build adheres to the clients expectations. I would also be responsible for mentoring other designers so they develop the skills they need going forward to eventually take full ownership of any work they carry out that I assign to them.
ESL Shop
A new design for the ESL shop was requested to help increase sales and to bring what they currently had upto-date. Web Designs would be created using Figma and graphics/images would be created using a number of Adobe software programmes.
ESL Champions
ESL had partnered with the sports brand Champion to offer a series of limited edition CS:GO Hoodies. Each Hoodie was styled to suit a particular squad class that could be chosen by the player.
World Of Tanks Store
Although not directly under the umbrella of the ESL Shop. The World of Tanks EU Store are a partner of ESL, and based on the success of the new ESL Shop they requested that ESL lead on designing a new store front for their EU site which inevitably lead to the project landing on my to-do list of designs.
PC Specialist
ESL and PC Specialist are currently undergoing a collaboration to build gaming rigs which will be ESL branded. This collaboration is going through final stages but the designs have been approved and associated web pages are currently under development and due to be completed in 2024.
Black Friday Sale 2023
ESL had partnered with the sports brand Champion to offer a series of limited edition CS:GO Hoodies. Each Hoodie was styled to suit a particular squad class that could be chosen by the player.
ESL Essential Collection
The ESL Essentials Collection features ESL’s own branded clothing.
Kolex
Kolex Trading Cards, formerly known as EPICS, have reinvented the concept of trading cards by integrating current technology to bridge physical and digital collections. They are primarily focused on esports players, teams, and streamers. ESL required a stand alone landing and product page creating for the ESL shop.
Outcomes
ESL has seen a marked increase in sales. The Squashed Pixel team and I continue to provide designs and services for them.