Planting the flag for New York's first eSports team.(Read more)
NYXL is the first eSports team to call New York home. As one of the contenders in the new city-based Overwatch League, our challenge in branding the new team was to be unmistakably New York while being true to the diverse and devoted Overwatch fanbase, which had just reached 35 million players worldwide.
We found inspiration in a shared spirit of heroic optimism, something essential to New York—a city challenging anyone to prove they have what it takes—and Overwatch, a game built on inclusivity and empowerment. The idea of working together and relentlessly reaching higher informed everything we created.
The name Excelsior means ‘ever upward’, and the iconic shorthand NYXL evokes the place of bigger buildings, bigger dreams, more hustle, and more soul. The visual identity marries the raw power of the city with the energy and rhythm of its streets, subways, and sidewalks.