Fellowkids is a boutique creative and marketing agency dedicated to building brands that fans genuinely love. Rooted in esports, they’re experts in connecting gaming and entertainment communities worldwide. Studio Kiln worked with Fellowkids to create a brand that doesn’t just speak to fans but behaves like one emotional, expressive and ever-evolving.

At its centre sits the Fellowkid: a hooded character shaped by the culture of fandom. The hoodie speak it’s own language, becoming a shared signal of belonging between fans and the worlds they champion.

The identity comes to life through a colourful, Y2K-inspired visual world and a collectable vinyl toy that turns the logo into a tangible piece of fan culture. The result is a brand that reflects Fellowkids’ ambition generating fandom with heart and authentically connecting with new fans across an ever-widening world of sport and play.