Ctrl Play is an eSports academy for teenagers. It’s a part of the E TERRA MEDIA holding, which includes the TV channel about eSports and gaming, studio complex, which is used as an arena for esports events, own eSports team and network of computer clubs. The main mission of the project is to popularize eSports and develop the gaming industry in the country.

The design was supposed to distinguish the company from a number of other networks of computer clubs that do not have such resources, tell about its focus, and also show the mission.

There are stereotypes that eSports is something complicated and incomprehensible, as well as games are cruel. The goal of the concept project is to create clear communication and avoid military topics.

The idea is that teenagers use shortcuts as a way to solve their problems. Also, using keyboard shortcuts helps to do things faster. The naming Ctrl Play already has the name of the function key ctrl that has a lot of combinations with others.

Thus, the visual part is based on the use of keyboard graphics, where the combinations used and their decoding are highlighted in color.

The entire project uses a monospace font of one size, which refers the viewer to the computer theme. Text works like code, always in the same place. It was also used for the logo, which is a key and is also located in the same place as on a real keyboard.

An important part of the activities of the eSports academy is a fact-skill check, where each participant receives an analysis of their playing skills from coaches in order to show their strengths and improve their weaknesses. This was reflected in posters and t-shirts, where you can see a CV: nickname, league, role and game server, statistics and visualization of the player’s skills.