Fair Play Collective
Fair Play Collective: logo, identity, design and an animated website for a partnership in Web3 gaming.
International·Brand, design and websiteLogo, identity and site
From nothing to a brand
Four principles
One story on one page
One team
Design and build
About Fair Play Collective
The Fair Play Collective is a partnership between forward-thinking individuals within the Web3 gaming industry. The collective promotes challenging, honest and respectful discussions about the future of gaming, and gathers the most ambitious and transparent builders to work together more closely. The thought behind it: nobody has yet built a game with a circular, scalable economy that lasts, and most projects mainly profit from the problem.
The challenge
Play-to-earn had a credibility problem. Many projects promised an economy and delivered hype, and the ones doing it properly did not stand out among them. The collective wanted to signal the opposite: a place where studios share knowledge and hold themselves to the same principles. None of that existed yet. No name you could show, no imagery, no site. We were asked to make it from nothing, in such a way that the founder of a game understands within a few screens what the collective is and why they would want to belong.
The analysis
Four principles carry the whole story: transparency, community, fun and a healthy economy. Each got a screen of its own with an image of its own, from a soap bubble to a coin, instead of a row of bullets.
The collective consists of people and studios, so the opening literally revolves around them: members move in orbits around the logo.
Games sell themselves with imagery. The games section is therefore a wall of key art in two rows that slide in opposite directions, with no copy getting in the way.
Becoming a member is the only action that counts. At the bottom of the page a line follows your scroll and lights up at every benefit, until you reach the button.
What we built
Logo and identity
A mark and a wordmark with a gradient from blue to salmon that works on dark and on light.
3 parts
- Logo in a horizontal and a vertical version
- The gradient as a thread through headings, buttons and lines
- Dark as the base, with light screens in between for calm
Design of the website
The full design, for desktop and for mobile.
3 parts
- Homepage, blog overview and article page
- A mobile version of every page
- Games shown on phone, laptop and tablet
A homepage that moves
The animations are not decoration, they tell you what the collective is.
3 parts
- Members orbiting the logo
- Two rows of games sliding in opposite directions
- A line that colours in as you scroll towards the button to join
Blog and news
A place for the content the collective is about.
3 parts
- Blog overview with articles on play-to-earn and NFTs
- Article page
- News section on the homepage
The blueprint
- 1Story & principles
- 2Logo & identity
- 3Design
- 4Animation
- 5Website
Results
From nothing to a brand
Logo, identity and site
At the start the collective had no visible name and no website. Both came out of one project.
One story on one page
Four principles
What the collective wants, who belongs to it and how you join, in the order a founder wants to know it.
Design and build
One team
The same people who came up with the brand designed the site and built it.
Tech & tools
Why teams build with TopDevs
- Fixed price, agreed up front
- 100% code ownership, no lock-in
- Prototypes in days, live in weeks
- Modern, AI-native & secure tech
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