This brand was the product of Mikaela becoming a dedicated Arsenal fan and unexpectedly finding community in her local Arsenal bar during a particularly difficult period in her life.

​

“I’ve experienced the highs of the wins and the lows of the losses, a shared feeling amongst the people I’ve met that love this team. The community I’ve built through this fandom is one that can’t be described, but is held in my highest honor,” she shares. “This experience has reinvigorated my creativity and desire for community building which sparked the idea for Fanbase FC.”

Bright colors capture the electricity of sport, the moments that ignite emotion, while greens and browns represent the fields, courts, and communities where those moments become something more.

​

The typography blends varying weights and widths to reflect the rhythm of sports culture, balancing moments of intensity with moments of connection.

The logo is a clear nod to the Fanbase with the FC being a smaller, flexible element that has the ability to take on multiple meanings depending on setting (football club, fan club, etc).

​

The stacked brandmark fits into multiple shapes, once again nodding to the variety of sports intended to be covered.

For graphic elements, I utilized subtle fabric overlays on asset backgrounds to reference jersey fabrics.

​

Dimensional, cut out imagery places emphasis on the subject at hand, while fun patterns create a sense of liveliness.

​

Carousel text reinforces the continuous nature of sports culture. While games have a beginning and an end, the conversations, traditions, and communities surrounding them are always in motion.

Designing Fanbase FC was an exercise in looking beyond the game itself. Every decision, from the color palette to the typography and motion system, was intended to express the culture surrounding sports: the moments, memories, and communities within it.

​

As the company expands into interviews, more original content, events, and partnerships, the identity provides a flexible foundation that can evolve alongside it while remaining rooted in the communities at the heart of sports.

This brand was the product of Mikaela becoming a dedicated Arsenal fan and unexpectedly finding community in her local Arsenal bar during a particularly difficult period in her life.

​

“I’ve experienced the highs of the wins and the lows of the losses, a shared feeling amongst the people I’ve met that love this team. The community I’ve built through this fandom is one that can’t be described, but is held in my highest honor,” she shares. “This experience has reinvigorated my creativity and desire for community building which sparked the idea for Fanbase FC.”

Bright colors capture the electricity of sport, the moments that ignite emotion, while greens and browns represent the fields, courts, and communities where those moments become something more.

​

The typography blends varying weights and widths to reflect the rhythm of sports culture, balancing moments of intensity with moments of connection.

The logo is a clear nod to the Fanbase with the FC being a smaller, flexible element that has the ability to take on multiple meanings depending on setting (football club, fan club, etc).

​

The stacked brandmark fits into multiple shapes, once again nodding to the variety of sports intended to be covered.

For graphic elements, I utilized subtle fabric overlays on asset backgrounds to reference jersey fabrics.

​

Dimensional, cut out imagery places emphasis on the subject at hand, while fun patterns create a sense of liveliness.

​

Carousel text reinforces the continuous nature of sports culture. While games have a beginning and an end, the conversations, traditions, and communities surrounding them are always in motion.

Designing Fanbase FC was an exercise in looking beyond the game itself. Every decision, from the color palette to the typography and motion system, was intended to express the culture surrounding sports: the moments, memories, and communities within it.

​

As the company expands into interviews, more original content, events, and partnerships, the identity provides a flexible foundation that can evolve alongside it while remaining rooted in the communities at the heart of sports.