Client FanExpo

Creating the ultimate fan experience

Brand activation Brand architecture Brand identity Digital experience

A hand holding a mobile phone displaying a red screen with the text “Relive Your Fandom Memories” and a Watch Now button for FAN EXPO Canada, over a bright red background.

Overview

FAN EXPO HQ produces some of the largest fan-powered events in the world, attracting the most sought after celebrities and influencers across all things pop culture. Collectively, FAN EXPO HQ hosts playgrounds to almost 1,000,000 fans annually across USA and Canada.

They needed a visual brand that reflected the same passion, commitment and playfulness their fans bring to their conventions.

Inspired by fandom

Looking through the design language prominent across multiple pop culture references, we drew inspiration from the arched typographic logos used past and present to create a recognisable visual link for all types of fan. Enter: the FAN EXPO arch.

A graphic with a bold red and black background. The left side says FAN EXPO in white, black, and red text. The right side shows abstract red and black shapes divided by thin white lines.

Anime character with spiky blond hair and blue armour poses in front of a red rectangle. Below, bold white text on a black background reads JUST SAIYAN.

A tablet displaying a website with a banner reading RELIVE YOUR FANDOM MEMORIES alongside an excited attendee at a convention and large LEGO sculptures. The screen is propped on a dark, textured surface.

Four people dressed as Star Wars stormtroopers stand outdoors on grass, with a red banner across the image reading FOR THE DARKSIDE in bold white letters. The sky is clear and blue in the background.

A person reading a black-and-white manga comic book, with a bold red banner in the centre displaying the text FOR THE MANGA in white capital letters.

A person sits on the floor in a dimly lit room, facing a TV displaying the Fortnite game menu. Large bold text over the image reads FOR THE FORTNITE in white letters on a red background.

A consistent experience

To support the unified suite of brands across FAN EXPO HQ, guidance on colour, image and typographic usage was given to ensure online and offline comms created one consistent and cohesive fan experience with flexibility. This allows internal teams to keep the creative and the site fresh and exciting for fans throughout the event cycles.

A smiling man holds a MEGACON Orlando microphone whilst speaking on stage. Behind him is a large black and white sign with bold, partially visible text.

Four smartphones display colourful event ticketing app screens with bold text and vibrant photos of fans and events; each phone has a different background colour: yellow, purple, pink, and red.

A smartphone with a purple case featuring comic-style graphics, including a white speech bubble with OMG and a bold red exclamation mark, lies on speckled concrete under bright light.

For the fans

Being able to express your individuality and meeting people with the same interests as you is what makes FAN EXPO events so special. Everything they do – they do it ‘For the Fans’. This became the strapline and mantra for FAN EXPO HQ.

Embedding the very nature of the fan’s passion into the identity makes the events and, in turn, the FAN EXPO brand feel like it belongs to them.

A red pixelated heart on a purple background with bold white text across it reading “UNITED BY FANDOM”.

A three-panel FAN EXPO Canada graphic: left, a cosplayer as Yasuo with hearts and “YASOU MY BELOVED”; centre, “Can you hold mummy’s chainsaw whilst she pees?” with a cosplay event photo; right, Spider-Man’s hand and “THE HOTTEST COSPLAY EVER OMFG.”.

Permission to be playful

We collaborated closely with the in-house design team to give a better understanding of the design challenges they regularly face. Due to the volume of event material, we provided future-proof and easily updatable templates to give them more time to create more reactive, campaign-style creative.

Most importantly, we encouraged teams to embrace the playfulness and passion of the FAN EXPO brand so they could create assets that truly resonate and speak to the fans.

A pair of white socks with multicoloured pixel heart patterns in packaging on the left, and a black tote bag with red handles and bold white text reading HOLD MY BAG WHILST I KICK SOME VILLAIN @RSE on the right.

Nalla truly supported us with the new brand direction. It feels much more like ‘us’, and is something our fans can be proud of.

Darryl Demers

Internal Design Lead
FanExpo HQ

Special thanks to

Client team
Kathryn Eves-Maharaj
Valerie Cisneros
Darryl Demers
Project team
Harry Dipple
Bethan Thomas
Kirsty Tavendale
Alice Saunders
Jonny Davidson
Simon Prichard