Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Fanatics HQ: Designing the Office as a Stadium
role.
Senior Manager, Brand Experience & Partnerships
company.
Corgan
The challenge: After major acquisitions like Topps and Mitchell & Ness, Fanatics was seen as a sterile logistics and e-commerce company. Its identity was fragmented, and it was struggling to win elite NYC talent against “cool” tech giants like Google.
The insight: Treat the office like a stadium and the employees like athletes. That bridges digital retail and the live energy of sports.
The solution: A zone-based HQ that mirrors game day. Reception is the pre-game, with big screens and interactive kiosks. Workstations are the in-game, built with industrial stadium materials. Lounges are the post-game, modeled on sports bars. A cultural hub with broadcast studios, gyms, and locker rooms pushes tech hires and legacy brand teams to mix.
The results: One cohesive visual identity across diverse teams, an HQ that became a destination for athletes and league commissioners, a repositioned employer brand that reads as cool tech, and a design now used as the template for global offices.
