Client Case Study


From Nutmilk To Creamcheese


  • Brand Strategy & Architecture
  • Merchandise & Apparel
  • Brand Identity
  • Logo & ID Systems
  • Graphic Design

Our friends at Riot Games introduced us to the team at Funny Or Die to assist in the creation an exciting parody brand for their upcoming mockumentary "PLAYERS".

In order to live up to the Players storyline, their mock-u-team Fugitive needed branding that would fit seamlessly into two eras of the LCS.

The team’s brand kit needed to look on camera as if it was part of the LCS ecosystem while still distinct from the current teams, and it also needed a visual history going back over five years.


With the AOE Creative team’s uniquely deep experience in the historical esports system, we drew upon our past works to develop an entire aesthetic history for the Fugitive brand, matching what we remember of each distinctive era.
That was expanded to the team’s kit and jersey, matching the story’s core storyline. The kit development was made specifically to appeal on camera.


The Fugitive brand required two equally believable versions. The first needed to reflect the rough-and-wild semi-pro scene prior to 2013, where logos and brandings were made by college graduates for their friends, and jerseys were ordered off print-on-demand websites. The second needed to be its natural and modernized evolution, reflecting the professionalization of competitive gaming into a proper “sport.”
In short, an affectionate satire of everything that AOE Creative’s designers have personally seen, and made, throughout the years.

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