Studio Kiln rebranded esports-rooted agency Fellowkids with a Y2K-inspired identity centered on a 3D character called the Fellowkid. The project blends playful fandom culture with professional credibility, using vibrant colors, custom typography, and a collectible vinyl toy to embody the agency’s ethos. The rebrand positions Fellowkids as a confident, fan-driven creative force across sports and entertainment.
Creative Boom’s article by Tom May explores how Studio Kiln rebranded esports marketing agency Fellowkids with an identity that authentically reflects fandom culture. The new brand centers on a modular mascot called the Fellowkid, a hooded character that embodies the community’s spirit and emotional range. The design embraces Y2K-inspired visuals, flexibility, and collectable physical forms to create a brand that behaves like its audience rather than marketing to it.
