As the world's largest esports company, ESL needed a world-class identity to match, which could represent a hugely diverse range of videogames. Inspired by 'hidden worlds', Superunion tapped into a rich universe of secrets, codes and hidden stories in a versatile scheme pitched perfectly at the target market: 15-20-year-old gamers. Iconic moments from classic games are embedded within intense camouflage patterns, designed as an 'Easter egg' that only hardcore gamers can truly appreciate. With a vibrant neon RGB palette optimised for screen, the distinctive design language translates across every genre, from geeky strategy to violent battle royale – while remaining unmistakably ESL throughout. The branding comes alive in digital applications, where flat graphics on 2D posters explode into dramatic 3D worlds using AR, and is applied across ESL gaming tournaments – from wayfinding to on-stage graphics.