Since its inception in 2019, the Canyon eSports team has led from the front, winning both the women’s and men’s inaugural Zwift Community League, boasting four eRacing National Champions on the team and winning multiple one-day races at the highest level. Canyon asked us to help them build a robust identity that captured the spirit of the team inspired an emotional connection with fans.
The team’s identity was linked heavily to that of the main Canyon brand, without an instantly recognisable persona of their own. Our ambition was to create an identity that would embody and communicate the spirit of the Canyon eSports team and provide a suite of assets that can be used to construct engaging communications in a consistent manner.
More than that we wanted to create the platform for a team that deserves obsession. A team for fans to love. Or to despise. To nail it's colours to the mast, disturbing the peace, bringing the noise. We created a framework to expand the visual aspect of the team, taking inspiration from the original ‘rave culture’ beginnings of the team.
We created a new series of energetic patterns, intriguing graphics and dynamic display typography to capture the movement and energy of the team. We introduced elements of calm to deliver race stats, team news and race results with a supporting typographic and style. The result is an exciting identity that has the depth to dial up or tone down the personality as required, all with a recognisable and original character.