The challenge
Fanatics introduced a refreshed brand centered on fans. Rolling it out meant equipping teams across the company, from leadership and sales to league merchandising for the NFL, NBA, MLB, NHL, and college, with tools they could use themselves while keeping the brand intact.
The brand also had to work in practice: fonts that render correctly on every platform, templates light enough to share, and leadership requests that often arrived with same-day deadlines.
Our approach
We started with Fanatics’ corporate presentation template and quickly became a partner for the wider rollout. We built a master template system with self-serve versions for each league and for college teams, plus a brand asset kit covering logo lockups, iconography, event and vendor toolkits, and everyday templates.
When the brand typefaces were renamed, we packaged three custom font families for desktop and web, tested them across platforms, and re-delivered every template in the new fonts so teams never lost a step.
We also designed and built fanaticsbrand.com, a brand guidelines site that tells the brand’s story through scroll-driven typography, motion, and video. Alongside the system work, we support league merchandising creative and executive and sales presentations.
The outcome
In about 20 months, EAS delivered roughly 25 brand and creative jobs, giving Fanatics a complete, self-serve brand toolkit: templates for five leagues and college teams, three brand font families, a guidelines website, and a ready-to-use asset kit.
Fanatics also gets a partner that moves at leadership’s pace. An executive data slide went from brief to two versions in about four and a half hours, and an 11-slide executive deck was turned around in about 12 hours as its deadline moved.