Fatboys Cards sells sealed boxes, sports and non-sports singles, and the sleeves-and-toploaders paraphernalia that collectors buy in quantities they later have to explain to their partners. The shop was built by a collector who got tired of watching the hobby turn into a stock exchange and wanted to sell cards the way he'd want to buy them: real stock, fair prices, fast dispatch from Sydney.
The trading card market has boomed globally since 2020, and Australia is no exception local collectors increasingly buy domestic to dodge international shipping and customs roulette. The competition, however, mostly looks the same: white websites, grey buttons, product grids with all the personality of a spreadsheet.
That sameness was the opportunity.
Fatboys Cards sells sealed boxes, sports and non-sports singles, and the sleeves-and-toploaders paraphernalia that collectors buy in quantities they later have to explain to their partners. The shop was built by a collector who got tired of watching the hobby turn into a stock exchange and wanted to sell cards the way he'd want to buy them: real stock, fair prices, fast dispatch from Sydney.
The trading card market has boomed globally since 2020, and Australia is no exception local collectors increasingly buy domestic to dodge international shipping and customs roulette. The competition, however, mostly looks the same: white websites, grey buttons, product grids with all the personality of a spreadsheet.
That sameness was the opportunity.
Fatboys Cards sells sealed boxes, sports and non-sports singles, and the sleeves-and-toploaders paraphernalia that collectors buy in quantities they later have to explain to their partners. The shop was built by a collector who got tired of watching the hobby turn into a stock exchange and wanted to sell cards the way he'd want to buy them: real stock, fair prices, fast dispatch from Sydney.
The trading card market has boomed globally since 2020, and Australia is no exception local collectors increasingly buy domestic to dodge international shipping and customs roulette. The competition, however, mostly looks the same: white websites, grey buttons, product grids with all the personality of a spreadsheet.
That sameness was the opportunity.
01
Brand Identity
Brand Identity
The Fatboys mark a grinning character ringed in green, red, blue and yellow neon was doing all the personality work alone, sitting in the corner of a pale grey site like the one fun person at a tax seminar.
The Fatboys mark a grinning character ringed in green, red, blue and yellow neon was doing all the personality work alone, sitting in the corner of a pale grey site like the one fun person at a tax seminar.
The identity work wasn't inventing a brand, it was letting the existing one out of the corner. I pulled the four neon hues from the logo, put them on a black stage where neon actually reads, and gave each one a meaning.
The identity work wasn't inventing a brand, it was letting the existing one out of the corner. I pulled the four neon hues from the logo, put them on a black stage where neon actually reads, and gave each one a meaning.
02
The Glow Scale
The Glow Scale
fixed states every glowing element in the system sits on one of them, and only one element per screen may reach it's fate XD.
fixed states every glowing element in the system sits on one of them, and only one element per screen may reach it's fate XD.
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Resting
—
No glow. Most elements, most of the time.
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Active
0 0 18 · 45%
Soft halo. Primary CTAs and hovered cards.
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Clicked
0 0 14 / 38 / 80 · 55 / 35 / 20%
Full neon. Hero moments only — one per screen.
02
The Colors
The Colors
Four neons from the existing logo. Every color carries a meaning as a color that means two things means absolutely nothiing.
Four neons from the existing logo. Every color carries a meaning as a color that means two things means absolutely nothiing.
Neon Green
Neon Green
#35E05A
ACTION
ACTION
Buy buttons, live states, go.
Buy buttons, live states, go.
Add to Cart
Add to Cart
Neon Blue
Neon Blue
#22A7FF
WAYFINDING
WAYFINDING
Kickers, links, sports cards.
Kickers, links, sports cards.
// BROWSE THE VAULT
// BROWSE THE VAULT
Neon Yellow
Neon Yellow
#FFD21A
DELIGHT
DELIGHT
Stars, shipping promises, highlights.
Stars, shipping promises, highlights.
Neon Red
Neon Red
#FF3B52
HEAT
HEAT
Rare pulls, urgency, the story CTA.
Rare pulls, urgency, the story CTA.
RARE PULLS
RARE PULLS
Stage Black
#08090D
The background everything glows against.
Card Surface
#12131A
One step up from black; every card, tile and panel sits here.
04
Typography
Typography
Anton carries every headline and nothing else. Space Grotesk runs the interface nav, buttons, prices, labels. DM Sans handles anything longer than a line. Each typeface was picked for one job and kept out of the others, the same discipline applied to the palette.
Anton carries every headline and nothing else. Space Grotesk runs the interface nav, buttons, prices, labels. DM Sans handles anything longer than a line. Each typeface was picked for one job and kept out of the others, the same discipline applied to the palette.
DISPLAY — ANTON REGULAR
DISPLAY — ANTON REGULAR
RIP. TRADE. COLLECT.
RIP. TRADE. COLLECT.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 & ? ! $ —
USE
82 / 58 / 40 / 24px
SEALED BOXES
Hero, section heads, feature numerals, panel titles.
NEVER
Below 24px
SEALED BOXES & PACKS — HOBBY & BLASTER
Counters close up, tracking collapses, the condensed forms mush together.
05
Components
Components
The shop adds products weekly. Every component was drawn so a new category card, a new badge or a new promo strip can be built from existing parts without a designer
The shop adds products weekly. Every component was drawn so a new category card, a new badge or a new promo strip can be built from existing parts without a designer
BUTTONS
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Our story
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Learn More →
BADGES & PILLS
TRUSTED ACROSS AUSTRALIA
RARE PULLS
IN STOCK
FAST DISPATCH
LAST ONE
PRODUCT CARD
2023 Panini Select NFL Blaster
$59.95
CATEGORY CARD
NBA · NFL · SOCCER
Sports Cards
→
FEATURE CARD
01
Fast Shipping
Priority handling and same-day dispatch across Australia and New Zealand.
while building the liquid file for shopify in regards to the responsive design i just had to collapse and drop a few stacks here and there, it was so easy XD
while building the liquid file for shopify in regards to the responsive design i just had to collapse and drop a few stacks here and there, it was so easy XD
Trading Cards is a serious business. The website is allowed to be fun and the designer too. She did.
Trading Cards is a serious business. The website is allowed to be fun and the designer too. She did.
BRAND SYSTEM
Ayris
ART DIRECTION
Ayris
SHOPIFY BUILD
Ayris
PHOTOGRAPHY
Fatboys Cards
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