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the fetch cup
art direction | branding | illustration
the ask
Design the visual identity for The Fetch Cup, a World Cup-inspired campaign that turns everyday shopping into a game through "Hat Tricks," sets of three in-app actions that unlock bonus points and prizes.
I developed logo concepts and a visual system spanning in-app elements like carousels, product collection headers, offer tiles, and iconography. After presenting, the team decided to pull from several directions. I collaborated with the designer tasked with taking it to final production and much of my work informed what it became.
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