THE BRIEF

An e-sports team called LaffySmash: a clever fusion of Lafayette and the popular Nintendo game Super Smash Bros. Their original branding lacked inspiration, differentiation, and—most concerning—posed potential copyright issues. They had incorporated elements from the parish’s flag into the “Smash Ball” icon, raising red flags for intellectual property concerns.

I saw the potential in their concept but knew it needed a fresh approach to truly stand out while avoiding legal complications. So, I decided to take matters into my own hands. Even though the team hadn’t reached out to me, I reimagined their branding as a personal challenge.

I wanted to create something that not only honored their passion but also positioned them to grow as a serious contender in the e-sports industry. The result? A logo and brand identity they loved so much, they offered to buy the rights to it—something I initially created to build my portfolio. I accepted their offer, developed a full brand style guide, and in the process, built a strong professional relationship.