Mother Design needed to create a platform for a New York-based esports organisation that would not only lend credibility to a niche, misunderstood industry, but could house anything from events and teams to content, apparel, and sponsorships. Both name and visuals were inspired by the concept of the software development sandbox, and the creative environment it represents. In a nod to coding and the layout of NYC, Mother Design used a grid to inform every aspect of the masterbrand, including logo, typography, and animated graphics. The result at once communicates, contains, and embodies the world of gaming.