Building collectable fandom with heart, hype and a hoodie.
Fellowkids
Fellowkids is a boutique creative and marketing agency dedicated to building brands that fans genuinely love. Rooted in esports, they’re experts in serving gaming and entertainment fans worldwide. They’re not here to simply run social accounts, they’re here to cultivate genuine fandom.
Ready to level up, the team needed an identity that could match their ambition and energy. We worked with Fellowkids to define a brand that doesn’t just speak to fans but behaves like one: emotional, expressive and ever-evolving.
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Credits
Creative Direction: Nathan Smith, Charlie Hocking
Brand Design: Edoardo Albertini, Meg Mardon
Motion Design: Edoardo Albertini, Peter Noel (Group Subject)
3D Design: Peter Noel (Group Subject), Archie Paxton
Strategy: Louie Zeegen
Services
Brand identity
Motion design
3D design
Sector
Gaming
Entertainment
Marketing
At the heart of the visual identity is the Fellowkid, a hooded character born from the culture of fandom. The hoodie speaks its own language, a shared signal of belonging and identity between fans and the worlds they champion.
Wrapped in their hoodie, the character shifts through a range of expressions, allowing the brand to move with the mood of its fans — celebrating, commiserating and connecting. Always present and always part of the moment.
We wanted fans to have the Fellowkid by their side at their favourite events, so we went one step further and turned the logo into a physical embodiment of fandom by creating a collectable vinyl art toy. This not only allowed Fellowkids to encourage fandom but to truly embody it, turning the brand itself into a piece of collectable culture.
Inspired by gamers’ rooms, console games and collectable toys, we built a colourful, Y2K-inspired visual world of nostalgia-filled logos and expressive typography. This came together in a modular system for the FK team to build presentations, merch and social assets with ease and character.
The new brand reflects the ambition of Fellowkids — generating fandom worldwide. Sitting confidently within esports and entertainment culture, it gives the company a flexible platform to grow, adapt and authentically connect with new fans across an ever-widening world of sport and play.
