Branding & creative direction

Би биш. Бид. ( Not me. Us. )

The MCBA, also known as the Student League, has 35 years of history. For the 2026–27 season it needed one system that could carry dozens of university teams, each with its own crest and colours, across an arena, a broadcast, print and social media, without losing the league itself.

Navy, racing red and a broken circle.

A heavy italic MCBA wordmark sits inside a broken roundel carrying the association’s Mongolian name. Patterns are drawn from traditional Mongolian ornament. Heading Compressed Pro and Heading Pro set the headlines; Akzentica 4F the body.

Every team got a harmonised logo set (glossy, flat, white and mono) and its own colour card, so 24 universities read as one league. The original university crests belong to the schools; the work was the system around them.

A full LED system for game nights.

Nine jumbotron screens: countdown, player announcements, scoreboard, team stats, player of the quarter, featured player, final result, coming up next, plus referee, courtside, 360° ribbon, entrance and arch LEDs, player lower-thirds and court-floor branding.

Social Posters Vol. 1: standings, schedules, final scores, head-to-heads and player of the game.

• A 24-slide brandbook: logo, typography, colour, patterns, team logos and palettes
• Media Week print: accreditation, room signage, team roll-ups, lobby and outdoor banners
• League website: home, team and player profiles, results, statistics, standings and news

Scores and statistics shown in the screens and website are sample data. Player photography by the league’s media team.

A league that runs all year needs an identity that can change its clothes.

The MESA Pro Series is MESA’s recurring national CS2 league, with results feeding Valve Regional Standings. Each edition runs registration, open qualifiers, double-elimination brackets and playoffs, streamed live: with a Pick’em and an MVP vote on mesa.mn.

Fall 2026 brought eight teams to the main event on 6–11 October; Chinggis Warriors took the title.

The same crest and wordmark, a new palette each time.

A heavy, extended MPS wordmark pairs with a pixel-stepped shield carrying circuit-trace details, reused as the broadcast bug and the trophy shape. Heading Pro and Akzentica 4F carry the type.

• Summer 2026: orange and cream
• Fall 2026: deep purple, with blue and gold for the two sides of a match
• Halloween 2026: blood red on black

The crest, made physical.

Black acrylic with an 8 mm raised white acrylic layer: 245 mm tall and 210 mm wide on a 150 × 100 mm base, designed alongside an MVP trophy.

Player and team photography by event photographers. CS2 game art belongs to Valve; partner ads belong to their brands.

What happens when the country’s banks play each other.

Bankers26 brought employees from banks including Khan Bank, Golomt, XacBank, TDB, M Bank and Mongolbank together for five days of esports across three titles, produced by MESA with the Mongolian Bankers Association and headline partner Khan Bank, celebrating its 35th year.

Neon green, deep teal and a lightning-bolt K.

A geometric BANKER26 wordmark pairs with a four-lobed emblem holding a coin: a nod to traditional Mongolian forms and to banking. Motion-blur light streaks over a teal gradient, and sharp neon shards frame everything from the key visual to team badges.

Every participating bank’s mark was redrawn into one matching icon set and team-badge system, so ten competing brands could sit on the same bracket.

Ten bank logos, one badge language.

Each bank became a neon team badge, used on group tables, standings, team intros and player cards, so a tournament between competing brands looked like one league.

Groups, matchups, standings and map results across three games, all on one template system.

A tournament T-shirt and tote, with the schedule printed on the back.

Merch shown on mockups. Hero characters in the key visual are Dota 2, MLBB and CS2 game art, recoloured for the campaign. Player photography by the event photographers; bank logos belong to the banks.

A festival named after the city that once connected Asia and Europe.

Kharkhorum combines digital art with electronic music. After three chapters at Steppe Arena (OILAN in 2022, Eclipse and Spirits in 2023), Chapter IV moved to the Central Stadium, with a story told across five seasons of Mongolian history.

Headliners included 8Kays and Kasablanca on day one, and Ronan Keating and Dabeull on day two, alongside choirs, an orchestra and Mongolia’s own electronic scene. Before the festival, the ten-day Kharkhorum Bazaar brought around 70 local businesses and free culture programmes to the stadium grounds.

I led the marketing creative direction: how the festival showed up everywhere outside the stage.

The festival’s main key visual, the gate and the TIME dial, was created by the Kharkhorum art team. My job was to carry it into a complete campaign and rollout: announcements, education, ticketing, press, on-site materials and the post-festival magazine, directing the AVE × MESA marketing team.

From “This is not just a screen” to “What remains after the music fades?”

• Headliner announcements for 8Kays, Kasablanca, Dabeull and Ronan Keating, including a 7-slide “Meet the Artist” carousel.
• Explainers that taught the audience what Kharkhorum is: 8 things to know, the festival’s four parts, visual art in Mongolian culture from deer stones to digital art, and the evolution of Mongolian electronic music since 1996.
• The 360° screen campaign, “Bigger, more alive, more majestic”, built around a first for the country.
• Press-conference cards, influencer formats, giveaways, day-of guides and “see you in 2027” thank-yous.

1 Ticket · 1 Tree · 1 Heritage.

Ticket revenue funds the Kharkhorum Grove: 10,000 trees planted over four years, tied to UNCCD COP17 and Mongolia’s billion-trees movement. The campaign gave the festival a question to leave people with: “A festival leaves memories. Kharkhorum also builds a future heritage.”

Brochures, tickets, passes and signs: the parts of a festival you touch.

A post-festival magazine: Issue 01, October 2026.

Around 54 A4 pages covering all four chapters, interviews with the festival’s directors, the production behind the 90-million-pixel stage, fashion, the Bazaar and the Grove.

Main key visual and stage visuals by the Kharkhorum art team (art director J. Tsamba). Photography by the festival photo team.

AVE × MESA marketing team: Sukh-Erdene J. (lead designer), Amartuvshin Kh., Davaasuren G., Tolungoo B. (designers), Kiko (content creative director), Oyunlkham G. (editor-in-chief), Bilguun-Ochir G. (copywriter).