Final Portfolio Reflection – H20 Esports Brand Activation Project
The H20 Esports Brand Activation Project demonstrates a complete professional process in creating, developing, and activating an esports brand. Across Learning Aims A, B, and C, the project explores branding theory, visual identity development, activation planning, production techniques, and evaluation to form a cohesive and realistic esports organisation.
The project was guided by the principles of brand consistency, audience engagement, accessibility, and improvement. These ensured that H20 Esports maintained a clear water-themed identity while presenting itself as a competitive, modern, and youth-focused team within the esports industry.
Learning Aim A: Principles, Assets, and Benefits of Esports Branding
Through research into established esports organisations and branding theory, I developed a detailed understanding of how branding creates identity and long-term value in esports.
Key findings included:
Brand as Identity: Successful esports brands communicate their ethos through consistent visual design, tone of voice, and messaging.
Brand Equity and Value: Recognisable brands build loyalty, increasing both commercial and community value.
Legal Protection: Copyright, trademarks, and intellectual property registration safeguard brand integrity and prevent misuse.
Customer Equity: Loyal fans provide long-term stability beyond tournament performance.
These insights directly informed the H20 Brand Guidelines, defining logo usage, typography choices, and the blue, white, and black colour palette. Blue represents clarity, confidence, and flow; white reflects simplicity and transparency; and black conveys professionalism and competitive strength.
This foundation created a professional and structured identity for H20 Esports, balancing creativity with strategic consistency across all platforms.
Learning Aim B: Planning and Developing Brand Activation Content
The planning phase focused on developing a structured brand activation strategy to launch H20 Esports as a recognisable identity.
Brand Activation Plan
Scope: Targeted toward esports players and fans aged 16–24.
Objectives: Build brand recognition, increase engagement, and establish a professional online presence.
Research and Concept Development: Moodboards, logo sketches, and merchandise concepts were developed using Adobe Photoshop and Illustrator.
Timescales: Work was structured across a phased production timeline to simulate a real esports marketing workflow.
Activation Content Produced
Digital Media:
Social media mock-ups (Instagram and recap posts).
Twitch overlay concepts.
Website layout designs.
Promotional posters and team announcements.
Physical Media:
Merchandise range including hoodies, shirts, caps, and mugs.
Seasonal clothing concepts.
Brand-themed accessories.
Each asset followed the H20 style guide, ensuring unified branding across digital and physical outputs.
Spaces for Brand Activation
H20 Esports was positioned across:
Social media platforms (Instagram, TikTok concepts).
Streaming environments (Twitch overlays).
Event promotion materials.
Merchandise and wearable branding.
This multi-platform approach extended the H20 identity into both digital and real-world spaces, reflecting industry-standard esports activation strategies.
Learning Aim C: Production, Evaluation, and Refinement
Learning Aim C focused on applying production techniques and refining the brand through structured evaluation.
All merchandise ( including hoodies, shirts, mugs, and seasonal designs ) applied the H20 brand guidelines to ensure consistency.
Evaluation and Feedback
Feedback was gathered from peers and reviewed critically. Constructive suggestions included:
Improving logo visibility on darker backgrounds.
Increasing digital interactivity.
Expanding the merchandise range beyond seasonal items.
Enhancing accessibility considerations.
Version 2 Improvements
Refinements were implemented to strengthen professionalism and inclusivity:
Added improved contrast and subtle outline adjustments for logo clarity.
Expanded merchandise to include everyday and seasonal collections.
Improved typography hierarchy for better readability.
Considered accessibility improvements such as colour contrast awareness and inclusive sizing.
Introduced more interactive digital content concepts such as weekly recap posts and player spotlights.
These refinements improved brand clarity, audience engagement, and overall professionalism, aligning H20 with modern esports branding standards.
Reflective Summary
This project allowed me to apply branding theory, practical design skills, and evaluative thinking within a realistic esports context.
Through experimentation and reflection, I developed a stronger understanding of:
The importance of consistent branding in building recognition.
The value of structured planning in esports marketing.
The role of feedback and iteration in improving professional assets.
The need for ethical and inclusive design within gaming communities.
The final H20 Esports brand now presents a cohesive, competitive identity that could realistically operate within the UK grassroots esports scene.
Conclusion
The H20 Esports Brand Activation Project demonstrates the full lifecycle of esports branding from research and planning to production and refinement.
H20 now stands as a fully developed esports brand with:
A clear visual identity.
Structured activation strategy.
Consistent cross-platform presentation.
Consideration of inclusivity and accessibility.
A strong connection to its target audience.
The project meets the objectives of the activation brief and reflects a professional understanding of esports branding aligned with industry standards.
References
Aaker, D.A. (1991). Managing Brand Equity. New York: Free Press. Chadwick, S. and Burton, N. (2010) Managing Sport Brands. Abingdon: Routledge. Keller, K.L. (2013). Strategic Brand Management. 4th edn. Harlow: Pearson. Kotler, P. and Keller, K.L. (2016) Marketing Management. 15th edn. Harlow: Pearson.
