To celebrate the sixth and latest expansion to the Pokémon series, Fuel created an immersive new website to activate the fan community and drive purchase of products.
I worked closely with the team to develop an architecture that would combine a welcoming and visually appealing site experience with deep content availability – including the ability for users to browse over seven hundred Pokémon without being overwhelmed.
The complete responsive site launched with a March-madness style bracket where fans checked in daily to vote on a weekly challenge between two flying-type Pokémon.
In just the first round of voting, over one million votes were tabulated, culminating in one of the most successful web initiatives from the brand, encouraging repeat visits and engagement. After six weeks of voting, the winning Pokémon, Rayquaza was featured on a custom t-shirt at Hot Topic.
Company: Fuel Industries
Role: Lead Designer
Team: Laurie Hawco, Armon Kolaei, Ariel Jackson, Matt Arthur, and Colin Marson