ANTONY
SHEPHERD
The Challenge
Saudi Arabia was investing heavily in becoming a global leader in gaming and esports, creating the need for a brand capable of representing that ambition. Backed by the Public Investment Fund and part of Savvy Gaming Group, VoV Gaming required more than a logo. It needed a scalable brand ecosystem that could unite tournaments, experiences, digital platforms, partners, and future initiatives under one distinctive identity while standing confidently alongside the world's leading gaming brands.
The Plan
The objective was to create a brand that could operate as the foundation of an evolving gaming ecosystem rather than a single event identity. Inspired by the speed, immersion, and energy of competitive gaming, we developed a flexible design system built around dynamic typography, bold digital colour palettes, expressive imagery, and modular brand assets. Every decision was made to ensure the identity remained instantly recognisable while adapting effortlessly across live experiences, digital platforms, partnerships, and future growth.
The Execution
As Creative Director, I led the creation of VoV Gaming's brand operating system, establishing the strategic and creative principles that would shape every audience touchpoint. This included the logo, visual identity, design system, typography, colour palette, art direction, imagery, iconography, motion principles, and comprehensive brand guidelines. The result was a scalable identity capable of spanning international esports tournaments, immersive environments, digital experiences, merchandise, social content, and partner communications while maintaining a consistent and recognisable brand presence.
VoV
From Identity to Activation and Campaign Rollouts with Heart
Case Studies
The Success
Silver
Davey Award 2024
The VoV identity received a Silver Davey Award in 2024 for Corporate Identity and Brand Identity, recognising the strength of the positioning, visual system, and immersive gaming world created for the brand.
1
Unified Brand System
Created one adaptable identity system spanning logo, typography, colour, imagery, iconography, motion principles, and brand guidelines, designed to work across events, digital, social, merchandise, and environments.
$45M
Global Prize Money
VoV went on to host globally recognised tournaments with a combined $45 million in prize money, giving the brand system a credible platform on the international esports stage.
3 Locations
Saudi Destinations
The identity was built as a scalable system, allowing VoV to expand across three Saudi destinations while retaining one consistent, recognisable brand world.
From Identity to Activation and Campaign Rollouts with Heart
Case Studies