Ran discovery with esports fans, competitive gaming communities, and existing Paul George followers to understand where the overlap existed and, more importantly, what esports audiences expected from a brand that wanted to be taken seriously.
02Identity design for a new context
Designed a visual identity that lived between PG's NBA persona and the aesthetics of competitive gaming — without looking like either a sports jersey or a streamer logo. Developed a system flexible enough to work across game titles, merch, and digital surfaces.
03Engagement architecture
Built the engagement system from scratch: community tiers, activity-based rewards, exclusive content access, and event participation mechanics that gave fans a reason to stay, not just visit once.
04Interactive fan experience
Designed the core interactive experience — the moment a new fan lands and decides whether to invest. Prototyped multiple approaches and tested with gaming community members before committing to the final direction.