REBELLION, SHOPIFY E-SPORT TEAM / Rebrand

Shopify Rebellion Vision and Values:

We are not building an empire. We are arming the rebels. Our brand design systems speak to the individuality each team member brings to Rebellion. We aim to go against the grain, to generate impact through the challenges we accept and conquer, and to create an ideal world for those around us. As a group of highly skilled individuals, we live and breathe Rebellion in the most fundamental ways. We are changing the game by reinventing the way we play and how we interact as a community. This means thriving when we’re exposed to volatility and disorder, and striving to show the world an alternative way to how it’s always been done.

CHALLENGE: BUILDING COMMUNITY

Our challenge at Adolescent was to take these values and capture them visually. That the brand design itself was channeling this rebel energy. The esports market is flooded with teams, personas, and branding, but Shopify’s esports division “Rebellion” is committed to standing out in the crowd, and we were excited to take on the mission.

SOLUTION: ‘ARM THE REBELS’

We start with the bold use of the logo, driving the framing of the elements and players, to be based on strong principles of what this team looks like, and who they are. Each player is unique, so it was important to capture their individuality while also being packaged in a unified “Rebellion” brand. We honed in on the individuality through the footage treatment and poses, as well as each player's unique name featured in prominent bold lettering.

Esports branding often plays to more techy, digital, masculine vibes, so while understanding the platforms and content the branding would be paired with, we were focused on being something different from the industry and modernizing things from where they were. You can’t sport the name and attitude of Rebellion while looking like everyone else…

MONTAGE

LOGO / COLOR

We kept the original brand’s Initial icon and re-crafted the Rebellion word to be contemporary and stronger being more confident while also keeping the brand’s dark and modern tone. The primary palette consists of tinted black and toned white as primary colors with green and blue as accents.

CREATIVE DEVELOPMENT

TOURNAMENT