Arena is a gaming institution with venues all over México where gamers can participate in tournaments, build communities, experience a gaming lifestyle, or just go and play. 

Our job consisted on creating their entire brand identity plus the art direction of the arena itself.

We had to think about every detail. From the website to the apparel, to the lighting, to the avatars, to the way players would sit so they could easily interact with each other. We wanted to build them a home in which they could feel comfortable in but at the same time convey the look and feel of gaming throughout the whole experience.