Establishing Brand Identity Across Press, Media, and Social Channels
After ESL Gaming and FACEIT merged, ESL FACEIT Group (EFG) became a global leader in competitive gaming. To solidify its identity in esports, I led a cohesive brand awareness strategy across press, media, and social channels, elevating EFG’s profile as the top destination for esports excellence and community engagement.
The Challenge
The merger of ESL Gaming and FACEIT into ESL FACEIT Group created an opportunity to redefine the organisation’s identity as a unified powerhouse in the esports industry. However, the merger also presented several challenges:
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• Fragmented Perception: ESL and FACEIT had distinct brand identities and audiences, requiring a strategy that brought these together into a cohesive narrative for EFG.
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• Industry Competition: The esports ecosystem is highly competitive, with organisations vying for attention from fans, media, and sponsors. EFG needed to differentiate itself and establish a clear leadership position.
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• Complex Stakeholders: Communicating EFG’s vision required balancing the needs of diverse stakeholders, including players, fans, media outlets, and corporate partners.
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• Global Reach: To achieve impact, messaging had to resonate with both hardcore esports enthusiasts and broader audiences across various regions and platforms.
The Solution
To position ESL FACEIT Group as the definitive leader in esports, I spearheaded a multi-channel brand awareness campaign across press, media, and social platforms. The strategy included:
1. Crafting a Unified Brand Narrative:
• Developed a compelling brand story that emphasised EFG’s mission to unite esports communities, elevate player opportunities, and push competitive gaming to new heights.​
• Positioned EFG as both an innovator in esports technology and a community-first organisation, aligning with the values of fans and players.
2. Media and Press Relations:
• Secured high-impact press coverage in leading gaming, technology, and mainstream outlets, such as BBC, VentureBeat and The Financial Times.
• Organised interviews and thought leadership opportunities for EFG executives, showcasing their expertise and vision for the future of esports.
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• Created and distributed press kits that provided clear messaging and visually appealing assets to ensure consistent coverage.
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3. Social Media Amplification:
• Launched targeted social campaigns to introduce EFG’s new identity to existing fans while reaching untapped audiences.
• Collaborated with influencers and esports personalities to extend the reach of EFG’s messaging and create authentic engagement.
• Developed high-quality, shareable content, including behind-the-scenes videos, player highlights, and “then-and-now” comparisons showing EFG’s evolution.
4. Global Activations:
• Coordinated regional activations and campaigns tailored to different markets, ensuring global consistency while respecting cultural nuances.
• Highlighted EFG’s marquee events and partnerships, such as tournaments, collaborations, and sponsor announcements, as key touchpoints to build excitement and visibility.
The outcome
The brand positioning campaign successfully established ESL FACEIT Group as a leader in the esports industry, achieving measurable outcomes:
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Increased Brand Awareness:
• Secured multiple Tier 1 media coverage that delivered positive sentiment to the relevant audiences, and established solid recognition and reputation across global markets, journalists, partners and consumers within the first six months post-merger.
• EFG’s social media channels saw a 110% growth in engagement and followers, reflecting increased interest and recognition within the first year.
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Strengthened Industry Reputation:
• EFG was widely recognised as a forward-thinking organisation driving innovation in esports, enhancing its reputation among players, fans, and sponsors.
• Positive media sentiment reinforced EFG’s credibility as a unified brand with a strong vision for the future.
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Community Engagement:
• Social campaigns generated widespread engagement globally, with strong participation in branded hashtag initiatives and community discussions, driving significant visibility and fan interaction.
• Feedback from players, influencers, and fans underscored EFG’s success in creating a relatable and inspiring brand identity.
By uniting its audiences and building a compelling brand narrative, ESL FACEIT Group is now positioned as the definitive leader in the esports space, paving the way for its next chapter of growth and innovation.