Creative Strategist / Copywriter / Social Media Strategist
IDENTITY V3: "THE FUTURE IS FNATIC"
Rebuilding Fnatic's voice for a new era
PURPOSE
Fnatic had become more than just an esports team—it was now a cultural movement.
The brand had always relied on its legacy, which had been forged through unforgettable moments, unbreakable bonds, and a global community united on each gameday.
But, with the brand's fifteenth anniversary, came a need to sharpen its identity whilst preserving that legacy of competition, culture and community.
It became clear that the tone to come from this rebirth had to be unapologetic, elite and culture-defining.
MISSION
Going into the brand refresh, my goal was to make Fnatic feel like a movement again. This meant developing a voice that:
respected its legacy, yet lived solely for the future.
Which meant:
speaking with the authority of champions, not to hype players but elevate them in present tense to legendary status.
Which came from:
presence in every corner of the globe, pushing the boundaries of what was possible for esports, and competing at the very highest level.
That necessitated:
keeping fans at the heart of every action, entertaining millions, and bringing fans closer to the action—both online and offline.
VISION
The future of Fnatic had to feel inevitable.
The tone I developed leaned into this—confident but never arrogant, precise but never robotic. Every piece of communication had to reinforce:
1. Fnatic isn’t just here to compete—we’re here to define esports.
2. Players aren’t just pros—they’re icons.
3. Fans aren’t just spectators—they are what creates legacy.
2. Players aren’t just pros—they’re icons.
3. Fans aren’t just spectators—they are what creates legacy.
This wasn’t just about refining copy; it was about shaping how Fnatic spoke and carried itself across every touchpoint—from in-game moments to its business partnerships to a merch drop.
VALUES
1. Unmatched Legacy → the future is built upon a history and a present.
2. Performance First → the brand is an elite competitor, not a faceless corporation.
3. Community-Driven → stars are indebted to the fans who turn an empty room into an arena.
4. Cultural Idealism → esports isn’t just competition; it’s a lifestyle and a generational movement.
2. Performance First → the brand is an elite competitor, not a faceless corporation.
3. Community-Driven → stars are indebted to the fans who turn an empty room into an arena.
4. Cultural Idealism → esports isn’t just competition; it’s a lifestyle and a generational movement.
BUSINESS GOALS & RESULTS
Expand Fnatic’s influence beyond esports—the brand needed to be just as recognisable for its cultural presence as it was for its trophies.
A voice that scales—whether in a tweet, a video script, or a jersey, the tone had to feel distinctly Fnatic.
Fan engagement—communication that feels authentic, inside and out, is communication worthy of being repeated beyond the walls of the Fnatic HQ.
