Enthusiast Gaming Live Expo (EGLX) is the biggest gaming event in Canada, and one of the largest in the world. Their previous logo was often misread as ELGX instead of EGLX. Before going public and issuing stocks, they wanted to introduce a new brand identity to created a more cohesive experience and atmosphere for both the physical event and its digital extensions.

Progressing through a process of several rounds of development, we developed an entire identity system to make sure every customer touch-point reflected the brand. The design illustrates gamers uniting and contains a subtle reference to a controller arrow key to reflect the association of the logo with gaming.dd