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NOVA Esports

Project type

Brand Strategy & Identity Design

Role

Lead Designer

Tools

Adobe Illustrator, Figma Slides, Adobe Photoshop

Date

September - December 2025

Group Members

Sarah Parker (UX), Mohamad Awada (UX), Wing Tan (UX)

NOVA is an esports brand built around community, aiming to unite players from around the world through a shared passion for gaming. NOVA was created as a welcoming, inclusive space where players can compete, grow, and express themselves without fear of harassment, toxicity, or lack of support. With a zero-tolerance approach to toxic behavior, the brand prioritizes comfort, safety, and positivity, ensuring every player has the opportunity to showcase their skills and feel valued within the community.

The logo suite was designed to reflect NOVA’s values and commitment to creating inclusive, welcoming, and encouraging spaces for all gamers. This identity was challenging because NOVA’s values reflect commitment to creating these safe spaces, while promoting excitement and friendly competition. As opposed to typical Esports logos, which often display rigid, sharp, or intense shapes, I decided to shift focus towards rounded, curved, or more gentle shapes. The challenge was to find balance between intense and calm associations.

As a group, we completed full brand guidelines for NOVA Esports. I integrated the logo suite, contributed to the brand strategy, color palette, and typography, and defined the design principles and layout standards.

The brand's development was guided by a vision to reshape the gaming landscape into a supportive and unified environment. NOVA’s mission is to provide an inclusive platform for players of all skill levels—from beginners to professionals, empowering individuals to grow both competitively and personally. The brand is rooted in respect, integrity, inclusivity, growth, and fun. Our goal was to reflect NOVA's approachable, optimistic, and empowering personality through design.

Once the logo suite and initial guidelines were completed, it was time to bring the brand identity to life through assets and marketing collateral. I focused on balancing rigid and curved shapes to reflect NOVA’s values, mission, and services. A key design choice was to integrate depth by placing images in the background and overlaying text, shapes, and shadows, with the goal of creating a sense of immersion. Additionally, I utilized the accent color, green, to bring attention to important details and call-to-actions.