The Esteddfod, a cornerstone of Welsh culture, recently took a bold leap into the future. We had the privilege of designing the branding and on-screen graphics for the first-ever Welsh-language esports tournament. This project blended centuries-old tradition with cutting-edge technology. Here’s how we made it happen.

The Challenge: Bridging Tradition and Innovation

Our task was multifaceted and complex:

• Create a cohesive visual identity for a traditional event entering the digital age
• Design graphics that would work seamlessly across live shows and four independent streams
• Leverage the latest technology to deliver a high-energy, immersive experience
• Accomplish all of this within a tight timeline

The timing couldn’t have been more perfect. The release of Unreal Engine 5.4 (Project Avalanche) gave us the tools to push the boundaries of visual performance and design in a real-time environment.

Our Strategy: Cohesion Across All Platforms

We knew that success hinged on creating a unified experience across all touchpoints. Our strategy focused on:

1. Developing a versatile visual identity that could adapt to various platforms while maintaining brand consistency
2. Creating assets optimized for marketing, social media, and live broadcasts
3. Ensuring a captivating experience for both in-person attendees and online viewers

By maintaining this focus, we aimed to extend Esteddfod’s reach and impact, bringing this cherished cultural event to new audiences.

The Execution: Cutting-Edge Technology Meets Welsh Heritage

Collaborating with Streams+ and M-SParc, we harnessed the power of Unreal Engine 5.4 to create:

• Immersive virtual environments that honoured Welsh culture while pushing creative boundaries
• Dynamic motion graphics that brought energy and excitement to the broadcast
• A seamless blend of physical and digital elements, ensuring a cohesive brand presence across all materials

The crowning achievement was the introduction of the first-ever esports tournament conducted entirely in the Welsh language – a significant milestone in the Esteddfod’s history.

The Outcome: A New Era for Cultural Events

The results of our efforts were transformative:

• We successfully expanded the Esteddfod’s reach, attracting a younger, more diverse audience
• The immersive digital experience enhanced engagement for both in-person and online attendees
• We maintained the Esteddfod’s cultural significance while positioning it as a forward-thinking celebration of Welsh culture

By merging tradition with technology, we set a new standard for cultural events in the digital era. The Esteddfod now stands as a shining example of how cherished traditions can evolve and thrive in the modern world.

Looking Ahead

This project represents more than just a successful event – it’s a blueprint for the future of cultural celebrations. As we continue to explore the possibilities at the intersection of tradition and technology, we’re excited to see how other events might be transformed, bringing rich cultural experiences to broader, more diverse audiences worldwide.