The Opportunity
Fanatics Live set out to create a real-time shopping experience for sports card collectors—a livestream app designed for pulling packs, hyping hits, and building community. But there was a catch: while Fanatics had name recognition, it wasn’t always good recognition. Many in the collecting community saw them as corporate and out-of-touch. To make this new product land, we had to speak directly to the culture—with credibility, energy, and flair.
The Approach
We teamed up with the internal team to quickly build out a new tone and visual language for the app—one that kept Fanatics’ trusted voice, but turned the dial up to eleven.
Our creative drew from the bold graphic style of classic Topps cards, the exaggerated energy of card breakers, and the collectors’ own slang and rituals. That included our rally cry: “Let’s rip some wax!”—a phrase used by cardheads when opening sealed packs (aka wax packs), filled with the thrill of big pulls and surprise hits.
Paid social and app store assets focused on high-intensity video, showcasing the action and community of live breaks. We prioritized clarity, energy, and creative variation to optimize for installs while staying hype-driven and native to the culture.
YOUTUBE CAMPAIGN
YOUTUBE CAMPAIGN
High stakes. Hot pulls. This is card breaking, turned all the way up.🔥 Welcome to Fanatics Live.
BONUS
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BONUS •
To support Fanatics Live’s fast-paced order environment, we designed a dynamic system of modular templates that scaled with user activity. From single-card wins to bulk hauls, each template kept things visually clear and on-brand—making it easy for users to track their orders in real time without losing the thrill of the break. High-volume commerce, organized with style.
Order Template Design
Bonus Projects.
