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The Fridge is a creative
practice of Tian Bai,
an award-winning art director, designer based in Paris. With over a decade of professional experience across France and China, he has developed a multidisciplinary expertise spanning branding, packaging, editorial, digital, advertising,
and experiential design.

His work has been recognized by some of the industry’s most respected institutions, including D&AD Awards, Cannes Lions International Festival of Creativity, The One Club for Creativity, ADC Annual Awards, New York Type Directors Club, New York Festivals Advertising Awards, Tokyo TDC, Red Dot Design Award, and Asia-Pacific Design.

Driven by a deep appreciation for visual culture, conceptual thinking, Tian approaches each project as a space for exploration, seeking nuance, narrative, and emotion within the design process. His work aims to transcend functionality, shaping experiences that are both visually compelling and intellectually resonant.

ProjectTencent E-Sports
Founded on December 9, 2016, Tencent E-Sports is a global leader and pioneer in the esports industry. With the world’s most extensive tournament system, the largest esports user base, and top-tier viewership, Tencent E-Sports is not only shaping the ecosystem but also redefining esports as a culturally relevant and trend-setting new-age sport. Its business spans professional tournaments, esports education, technology, franchising, and more — creating a multi-dimensional platform for innovation and influence.

The refresh will extract and refine core elements from the current identity, enhancing uniqueness and recognition across all platforms. While keeping the iconic black-gold palette, we’ll introduce fresh, youthful accent colors to boost visual energy. Typography in both Chinese and English will be modernized for a unified, global voice. Supporting graphics will be expanded for flexibility, and the overall tone will shift younger, more fashionable, and culturally relevant — all while staying true to Tencent E-Sports’ core values and future vision.

Category: E-Sports, Brand & Visual Identity
Client: Tencent E-Sports, IEG, Shenzhen
Year: 2022
Creative & Design: Tian Bai
Art Direction: Tian Bai




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