Mexico's eSports scene was growing fast—Fortnite battles, Minecraft worlds, FIFA tournaments—but there wasn't a visual language that matched the energy of the culture.
No brand that felt like it belonged to the gamers, the kids staying up late perfecting their skills, the communities building worlds together.
No brand that felt like it belonged to the gamers, the kids staying up late perfecting their skills, the communities building worlds together.
We named it Arcadia—a double meaning that captures everything the brand stands for. On one side, the classic arcade: pixelated nostalgia, the thrill of competition, the sound of a high score.
On the other, the ancient concept of Arcadia as utopia: a place where we're not just playing games, we're building a new world. The virtual one.
On the other, the ancient concept of Arcadia as utopia: a place where we're not just playing games, we're building a new world. The virtual one.
The identity lives in that tension between past and future. Bold pixelated typography. Neon gradients that pulse with energy. A face made of pixels that's both retro and forward-looking—a symbol of the gamers themselves, rendered in the language of the games they love.
The messaging is confident, unapologetic, claiming space in a world that's being built in real-time.