Context:
FIFA needed to launch its first-ever digital collectibles platform and make Web3 feel exciting and accessible to a mainstream global football audience - a product category that didn't exist within the brand before.
Craft:
I built the visual system from scratch, designing each drop series (Genesis, Archives, Curator Collections) with its own colour palette, typographic personality, and motion language — so each release felt like a cultural event rather than a product update. The work spanned the full funnel: paid media, organic social, pack artwork, emails, web banners, and platform UI. The visual language was built around the idea of FIFA+ Collect as the HBO of collectibles — premium, immersive, and worth collecting.
Impact:
380M+ paid impressions / 4.92% CTR (approx. 5x industry average) / 888k platform sessions / 48.25% landing-to-purchase CVR / Packs sold out on launch
"Feed Your Fandom" Campaign Hype Video
Gradient Development & Colour Scheme
Discord Emoji and Sticker Set
In-Situ Design
Organic Branding
This was created for FIFA headquarters to promote and drive awareness of the FIFA Plus Collect Project.
'Packs' Contain the Collected Footballing Moments.
These would be placed in social media post and more. These packs designs contain football moments from the World Cup.
Pack Design Processes
Web Banners
Page Skins - Paid Ads
Email and Newsletter Designs
3D Version made in Blender for motion campaigns
Social Media Designs:
FIFA+ Collect standout social content. By modelling digital products to FIFA’s quality standards and leading campaign art direction, I helped boost user interest and interaction. I built the visual language around the idea of FIFA+ Collect as the HBO of collectibles, creating a unique feel int he digital collectibles space.
