Proximus, Belgium’s leading telco, teamed up with ESL — the world’s largest e-sport league — to bring competitive gaming to the Belgian stage. The event needed a co-branded identity able to speak to two very different worlds: the trust of a national telecom brand and the adrenaline of the gaming community.
We explored a series of logo directions built around one clear idea: keep the iconic “infinity” element of the Proximus logo and let it morph into the visual language of gaming — neon energy, motion, competitive edge. Every direction was checked against both brand systems, so neither identity gets lost in the mash-up.
A co-branding concept that keeps Proximus instantly recognisable while earning credibility with a gaming audience — proof that even a strict corporate brand can play.
Inspirations
co-branding
Let’s turn your brand into something people remember.
