→ New York Excelsior (NYXL)
     NYC’s first professional Esports team  

→ New York Excelsior (NYXL)

Strategy / Naming / Identity / Art Direction

As the first professional eSports team based in New York City, NYXL had to win over two very demanding audiences: video game fans and New Yorkers. Built from the ground up and designed to succeed within the fast-paced multimedia world of gaming, the brand was quickly embraced by an ultra passionate fan base. The name Excelsior means ‘ever upward’, and every expression of the identity comes from a place of big buildings, big dreams, more hustle and more soul.

Agency:
Mother Design

Motion:
Violet Office

As the first professional eSports team based in New York City, NYXL had to win over two very demanding audiences: video game fans and New Yorkers. Built from the ground up and designed to succeed within the fast-paced multimedia world of gaming, the brand was quickly embraced by an ultra passionate fan base. The name Excelsior means ‘ever upward’, and every expression of the identity comes from a place of big buildings, big dreams, more hustle and more soul.

Agency:
Mother Design

Motion:
Violet Office