ANTONY
SHEPHERD
The Challenge
Saudi Arabia isn't entering global gaming. It intends to lead it. Backed by the Public Investment Fund and part of Savvy Gaming Group, VoV needed a brand equal to that ambition, not a tournament logo, but a system built to unite events, platforms, partners, and everything still to come, and to stand shoulder to shoulder with the biggest names in gaming from day one.
The Plan
Build a brand that behaves like an ecosystem, not an event. We took the speed, immersion, and energy of competitive play and engineered it into a flexible system: dynamic typography, a bold digital palette, expressive art direction, and modular assets. The rule behind every decision was simple. Instantly recognisable, infinitely adaptable. One identity that holds across a live arena, a phone screen, or a partner deck without ever losing itself.
The Execution
As Creative Director, I built VoV's entire brand operating system, the strategic and creative foundation every touchpoint runs on. That meant owning the thinking, not just the outputs: the positioning, the art direction, the motion language, and the governing principles that let the identity scale without me in the room. Logo, type, colour, iconography, and guidelines all flowed from that foundation, engineered so a system, not a person, keeps the brand consistent across tournaments, environments, digital, and every partner it touches.
VoV
Brand, campaign, and experiential work for some of the region's most demanding names.
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
Built as a scalable system, VoV launched across three Saudi destinations and onto the international stage without a single break in the brand world.
Case Studies
Brand, campaign, and experiential work for some of the region's most demanding names.