OP.GG
OP.GG began as a League of Legends stats website in 2012 and has since expanded into game content, online communities, duo-finding services, and gaming tutorials, evolving toward an all-in-one platform for gamers.
The Branding Team led the rebranding initiative to unify fragmented service brands under a single identity, reposition OP.GG beyond a stats website, and establish a distinctive global brand presence. The project was carried out by a multidisciplinary team consisting of one BX designer, one UX writer, and one interaction designer.
Brand Identity
Character Design
Gaming
Unified Ecosystem
Transformed 7 fragmented service identities into a singular, powerful brand system, evolving OP.GG from a search tool into a holistic gaming platform.
157%
Social Growth
A cohesive visual language led to a 157% increase in Instagram followers, significantly boosting organic community engagement.
15%
Community Resonance
Achieved a 15% usage rate for the new brand emoticons within the OP.GG community, proving the design’s successful integration into user culture.
4X
Strategic Collaborations
Successfully launched dual character-driven influencer collaborations, expanding the brand’s reach into new lifestyle and entertainment territories.
Platform Evolution
Shifted the brand paradigm from a "data search tool" to an "all-in-one gaming ecosystem," increasing market authority and user retention.
"Our challenge was to make all the various service brands hidden within the game analytics service visible at the same level and to enhance OP.GG's master brand power by uniting the scattered service brands into one identity."
"Through our character universe, we celebrated gaming culture in a more playful way, transforming it into something more expandable, expressive, and fashion-forward."
