How do we create a meaningful moment for LFC fans while introducing new audiences to the club?

Partnering with Serotonin, Sotheby’s, and Liverpool Football Club, we created a digital club rooted in LFC’s history. Inspired by the legendary Boot Room, the concept reimagined this iconic space as a digital experience—opening it to fans while respecting the club’s heritage and brand equity. The research also informed an animated marketing video produced with State.tv.

Creative Direction & Illustration

To define the visual language of LFC’s first blockchain-based collectibles, I explored multiple illustration styles before selecting UK-based illustrator Dale Murray. As a lifelong football fan with a bold, character-driven style, Dale was a natural fit.

Together, we developed the LFC Heroes Club—a series of open-edition and 1:1 digital tokens depicting LFC players as modern superheroes.

System & Execution

The artwork was built from a shared visual system designed to scale across the entire squad. Using reference photography and iterative design reviews with LFC and Sotheby’s, we refined a style that balanced personality with consistency.

Core trait pillars included:

• Match Day

• Fresh Threads (off-pitch style)

• Superhero

Traits were designed to work algorithmically, allowing for variation without duplication across the collection.

1:1 Sotheby’s Auction

A limited set of 1:1 digital artworks was created exclusively for auction on Sotheby’s Metaverse, with proceeds benefiting the LFC Foundation.

Result: £281,375 raised for the club’s official charity.

Branding & Key Art

Alongside the tokens, we developed a distinct visual identity for the LFC Heroes Club. Explorations ranged from heritage-driven symbolism to bold comic-book typography. The final system featured 3D type and starburst motifs, extending across campaign assets, match-day moments, giveaways, and the LFC Heroes Club Discord.