GreenPark, the metaverse built for the next generation of sports fans, was looking for a unified look-and-feel that would capture the same spirit and energy that comes with the fan experience. As Integrated Design Director, my role was to establish the overall GreenPark visual identity and design systems across multiple touchpoints. While managing and directing a team of talented designers, animators and tech artists, we were able to develop an aesthetic that was unique to the brand and still catered to different leagues, teams and fan types. Our mission was to create a visual language that was not only bold and edgy, but also expressive and fun. The new look helped give fandom a fresh coat of face paint.