Fanatics
Rebranding the global leader in licensed sports
Fanatics was well on its way to being a global sports powerhouse. However the brand was lacking and needed a complete overhaul. After refining our market positioning we developed a new identity, color pallet, font system, and brand guide to ensure consistency across thousands of touch points. I am in charge of brand consistency across the company whether it be corporate communication, apparel and retail branding, event partnerships or stadium sponsorship.
Role:
Logo design, brand architecture, style guide, photography direction, apparel branding, video animation direction, corporate presentation templates, office design
Identity
After countless logo iterations to revolutionize the Fanatics logo, it became clear that keeping with the flag motif may be what was needed. I sold it in by building a story around why flags are important to our brand and evolved our logo to a much more contemporary and timeless mark. Once the team began to rally around the new identity, I was able to refine our brand pallet. A deep navy representing our strength, dependability and being the official partner to leagues contrasted with a red/orange for our passion, boldness and innovation.
Photography Direction
With our clear brand mission to amplify pride and create connections for all fans, we knew the direction we needed for Fanatics. The first and most important thing is photos need to feel authentic. When possible shooting in stadiums to pick up on the energy of crowds helps. To showcase connections, Fanatics lifestyle photos always feature multiple fans in frame.
Credits: Photography by Nick Kova / Production by Heather Voron
Office Design
With over 40 offices globally, I work with our global real estate team to ensure world class office spaces for our employees. Photos below are of our brand new Tampa office which houses our apparel team.
Credits: Architect Collaboration with Andrew Tobias
Apparel Branding
One Fanatics segment that was gaining momentum was its own apparel manufacturing. Prior to the rebrand, Fanatics held several private labels with no brand equity. I built many presentations used to pitch all leagues to consolidate our brands under Fanatics. Once approved I was tasked with designing all internal and external brand elements for all apparel and headwear including hangtags, back neck labels, external branding, stickers and jock tags. Below is a small sampling for NHL.
Sub Brands
How do you manage a sub brand strategy when you have over 300 league, team and event partners with their own unique logos and fonts? We developed a partner mark, A Fanatics Experience, with a strict set of guidelines so that we maintain consistency whether it’s online or at retail.
