Champions League

A weekly competition. A complete visual system.

Role — Brand design, campaign design, league logo design, apparel & merchandise

SPWR Champions League was a recurring sales competition across four leagues, built around weekly matchups, rankings, MVPs, results and prizes. I was given the soccer theme and an existing Champions League master logo. I designed all four league logos and developed the visual system across social graphics, apparel, gear and campaign assets. Reusable templates kept the competition consistent as its content changed each week.

Company — SPWR · Responsibilities — League identities, visual system, social, templates, apparel & merchandise

Four leagues. One family.

Working from the existing Champions League master identity, I created the Apex, Banner, Challenger and Dagger logos. Each league has its own mark, while the campaign’s shared visual language keeps them connected.

Existing Champions League master emblem; not designed by John Lee.

Champions League — Existing master identity

Four league identities — Designed by me

Apex

Banner

Challenger

Dagger

Built to change every week.

A consistent palette, type hierarchy, image treatment and composition carried across four leagues. Results templates accommodated new teams, scores and head-to-head matchups, while ranking templates made promotion and relegation easy to scan. The information changed; the visual structure held together.

Round-one Apex results with six head-to-head matchups, team names and scores.

Round-one Banner results with six head-to-head matchups, team names and scores.

Round-one Challenger results with six head-to-head matchups, team names and scores.

Round-one Dagger results with six head-to-head matchups, team names and scores.

The same league identities carry into promotion and relegation rankings.

Apex league rankings with promotion and relegation indicators.

Banner league rankings with promotion and relegation indicators.

Recognition beyond the score.

MVP portraits and winner announcements brought individuals and teams into the campaign. Shared framing, typography and color connected each spotlight to the weekly results and the larger competition.

Kadin H. recognized as championship closer MVP in the same campaign portrait system.

Portrait-format champion social post for CTRL and TACTOWN.

From the feed to the field.

The campaign extended into shirts, polos, accessories, custom gear and prize graphics. These applications carried the same competition identity into physical objects and the presentations used to announce them.

SPWR shirts and a branded mini arcade presented as round-one and round-two incentives.

Branded BYLT polos, bottle and hat across the recurring incentive presentation.

Custom SPWR duffel and branded recovery gear in the campaign’s prize presentation.

Designed for a weekly turnaround.

Final sales statistics often arrived late Monday afternoon, with graphics scheduled for release on Tuesday. I built flexible templates so names, teams, scores, rankings and MVPs could be updated quickly. Once the identity and templates were established, the system supported an ongoing weekly production cycle without losing consistency.