Building a digital fan destination.

  • eCommerce Design and Development Support & Maintenance Design Strategy Asset Creation

XL are a leading professional esports team, playing across two titles with a huge fan-base who regularly pack out the NEC. After deciding to rebrand, XL was looking to create a visually different website from the competitors, feeling they all seem to look the same as one another. The website’s objective was to create a destination for fans where they could easily purchase merchandise and regularly return. Creating a destination for fans to return regularly wasn’t going to happen overnight, and would require a lot of strategy from both a content and development perspective.


Together with the content teams and stakeholders at XL through various workshops, we mapped out the website into three core releases, initially starting with the custom-built Shopify store (now live in the public domain) - as for the other two phases, well you’re going to have to wait and see what we’ve got planned in the next big release.

Excel eSports eCommerce website on iPhone
Excel eSports eCommerce website on laptop
Excel eSports eCommerce website on laptop

"Best website out there!!!"


"Impressed. Love the use of the 'metro' grid/tile layout and two letter domain 👌"


"Website looks great, merch looks great, AND it's formatted nicely on mobile. You've outdone yourselves 😊"

Excel eSports eCommerce website screens

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Speak to Toby and find out what’s possible when we apply the ‘6 Laws of Evensix’ to your brief.

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