Onthree has worked with British Esports since its foundation, developing the brand strategy and identity that has carried the federation from grassroots beginnings to a recognised national body. So when British Esports came to us to design its Strategy 2036 document – a decade-long roadmap covering everything from elite performance to education, facilities and government partnership – we were asked to take the brand somewhere it hadn't been before.

Esports is a young, dynamic sector, and the British Esports identity had always reflected that. But a document aimed at government, industry and institutional partners needed a different register: more serious, more weighted, built to sit comfortably in a boardroom as well as a stadium. We developed a look and feel that pushed the existing brand into this new B2B territory, without losing the energy that makes it recognisably British Esports and built to work equally well in print and on screen.

The result is a strategic document that does double duty: a serious, credible statement of intent for partners and policymakers, and proof that the brand can flex its tone without losing its identity — setting the visual language for British Esports' next ten years.