Collect United
SHAPING THE FUTURE OF DIGITAL COLLECTIBLES AT MANCHESTER UNITED’S DIGITAL INNOVATION DEPT.
ContributionGraphic Design Illustration Visual Design
about this
project
CHALLENGE
Designing a visually captivating style for Manchester United's digital collectibles was no easy feat. The design had to capture the essence of real-life football moments with accuracy and convey a sense of movement, bursts of energy, and action. Additionally, the style needed to be crafted swiftly due to an extremely tight execution timeline.
The challenge was to ensure that the collectibles felt unique and custom-made, with a significant improvement over the previous season's designs, which felt monotonous at times.
APPROACH
To address these challenges, I developed a vibrant and dynamic collage style, infusing each digital collectible with rich textures and vivid colours. This approach not only brought the football moments to life but also added a sense of excitement and energy.
Despite the limited time, our design process was streamlined to ensure quick execution without compromising on the custom feel of each piece. The result is a collection that stands out with its compositional variety, engaging the Manchester United community with an immersive and lively visual experience.
This expressive typography-led approach is bold and experimental, adding a touch of mischief and creativity, making each collectible not just a piece of art but a true celebration of the game.
Fitting perfectly within the visual brand language I have been developing for all things digital collectibles and community building, this fresh art and design approach can be flexibly applied across all brand touch points.
With enhanced contrast and visual variety that works beautifully at both large and small scales, the designs are striking and clear, no matter the size. The playful typography and innovative compositions add a fresh and dynamic element, making each piece stand out.
This new approach ensures that every digital collectible is unique, engaging, and a true testament to the vibrant energy of Manchester United football club, helping grow the biggest Discord community in all of football with over 93,000 members - both long term fans and new younger audiences.
BEFORE
Old Design
AFTER
New Design
The success of the new collection has been remarkable. Thousands of digital collectibles have been claimed by enthusiastic fans, reflecting the widespread appeal of the new designs. The positive response on Discord has been overwhelming, with fans expressing their love for the artworks and sharing their excitement.
This has led to a significant increase in engagement on the platform, with more fans actively participating in discussions and events. The vibrant and dynamic new style has not only reinvigorated the community but has also strengthened the connection between Manchester United and its dedicated fanbase.
To further amplify the excitement around the new digital collectibles, we launched a comprehensive promotional campaign. This campaign featured massive out-of-home (OOH) advertising banners strategically placed in high-traffic areas, ensuring maximum visibility and impact.
These designs not only celebrated the launch of the digital collectibles but also enhanced the matchday experience for fans, making them feel more connected to the club and its innovative initiatives.
