Superfans Experiences
Creative direction for Google Pixel's fan experience platform, turning a single giveaway page into a scalable system rewarding football fans across the UK, Germany and the US with exclusive experiences.
From one giveaway page to a multi-market platform
Google partnered with football clubs across the UK, Germany and eventually the US to reward fans with exclusive experiences. What started as a simple giveaway page quickly scaled across multiple clubs, markets and experience types: match tickets, stadium tours, merch drops, concert tickets and VIP experiences.
I led the project from ideation to full platform. As the programme grew, the challenge shifted from designing a page to designing a system, one that could carry Google's brand alongside club identities as distinct as Liverpool, Arsenal and the England national team without collapsing into visual noise.
The ticket as interaction model and brand framework
The platform was built around a single concept: the ticket. It worked as both the interaction model and the brand framework. Every experience on the platform, whether a match day, a tour, a merch drop or a VIP event, is presented as a ticket the fan can pick up and enter.
The ticket structure gave us a consistent anatomy: club identity on the stub, event details on the body, a perforation between them. That anatomy flexes across every club's colours and crest while keeping the interaction instantly recognisable. Fans browse tickets, choose their experience, and enter the draw.
Flexible enough for every market, tight enough to stay usable
The core challenge was designing a system flexible enough to handle localisation, varying content structures and regional edge cases without breaking usability. A Bundesliga club's competition mechanics differ from a Premier League club's; a concert ticket carries different information to a match ticket; German copy runs longer than English.
The ticket component absorbed all of it. Fields could be added, dropped or reordered per market and experience type while the anatomy stayed constant. The same system carried a Sabrina Carpenter concert draw at the O2 and a Women's League Cup fixture at St Helens Stadium without either feeling off-brand.
