WTF Leagues – Visual Identities for an Absurd Betting Multiverse
WTF Leagues – Visual Identities for an Absurd Betting Multiverse
WTF Leagues is a high-energy entertainment brand created by Fanplay to host a growing universe of over-the-top, crypto-backed racing leagues — from F1-inspired hamsters to beyblades and possessed treadmills. Following the success of Hamster Racing League (HRL), I was brought in to expand WTF Leagues into a fully fledged visual identity system spanning multiple absurd sports formats.
I led the design of the WTF Leagues website and created brand identities for three new leagues — Marble Racing League, Treadmill Racing League, and Beyblade Battle League — each with its own aesthetic, tone, and narrative, while still sitting within a unified brand ecosystem.
WTF Leagues is a high-energy entertainment brand created by Fanplay to host a growing universe of over-the-top, crypto-backed racing leagues — from F1-inspired hamsters to beyblades and possessed treadmills. Following the success of Hamster Racing League (HRL), I was brought in to expand WTF Leagues into a fully fledged visual identity system spanning multiple absurd sports formats.
I led the design of the WTF Leagues website and created brand identities for three new leagues — Marble Racing League, Treadmill Racing League, and Beyblade Battle League — each with its own aesthetic, tone, and narrative, while still sitting within a unified brand ecosystem.
Client
Client
Fanplay
Fanplay
Year
Year
2024-2025
2024-2025
Category
Category
Entertainment, Crypto
Entertainment, Crypto
Type
Type
Website, UX/UI, Branding, Creative Direction
Website, UX/UI, Branding, Creative Direction
Context
Context
Following the success of Hamster Racing League (HRL), Fanplay launched WTF Leagues as the brand umbrella that could house a growing multiverse of absurd sports formats.
Having previously co-designed the brand for HRL Season 1 alongside Ash (then Head of Design at We Discover), I stepped up to lead the full brand expansion across new leagues and platform touchpoints. I also led the social content and F1-timed marketing for HRL Season 2 (Hamsterdam), pushing engagement during the 2024 Singapore Grand Prix.
Following the success of Hamster Racing League (HRL), Fanplay launched WTF Leagues as the brand umbrella that could house a growing multiverse of absurd sports formats.
Having previously co-designed the brand for HRL Season 1 alongside Ash (then Head of Design at We Discover), I stepped up to lead the full brand expansion across new leagues and platform touchpoints. I also led the social content and F1-timed marketing for HRL Season 2 (Hamsterdam), pushing engagement during the 2024 Singapore Grand Prix.
Context
Following the success of Hamster Racing League (HRL), Fanplay launched WTF Leagues as the brand umbrella that could house a growing multiverse of absurd sports formats.
Having previously co-designed the brand for HRL Season 1 alongside Ash (then Head of Design at We Discover), I stepped up to lead the full brand expansion across new leagues and platform touchpoints. I also led the social content and F1-timed marketing for HRL Season 2 (Hamsterdam), pushing engagement during the 2024 Singapore Grand Prix.
Key Work
Key Work
Hamster Racing League (HRL)
Co-designed the original brand and betting UI for Season 1.
Led Season 2: Hamsterdam — an F1-themed rebrand with slick visuals and new hamster personas.
Owned the social content direction and execution, aligning campaign timing with the 2024 Singapore F1.
Developed race visuals, personality-driven branding, and themed social kits.
Marble Racing League (MRL)
Created a neon, character-led aesthetic, with identities like Marble Jackson leading the charge.
Designed full brand system, packaging-style visuals, and launch assets.
Brought in glitzy arcade energy while staying within the WTF Leagues brand grid.
Treadmill Racing League (TRL)
Final direction embraced the demonic treadmill concept — gritty, heavy, industrial visuals.
Built the brand identity and tone to match the absurd intensity of the concept.
Created a visual language around raw spectacle and chaos.
Beyblade Battles (BBB)
Designed with an underground fight club tone, pulling on 2000s nostalgia.
Balanced dark, kinetic styling with real Beyblade names and lore, pushing a line between parody and reverence.
Delivered social and visual systems that felt raw, intense, and fan-driven.
Website & Brand System
In addition to the league identities, I designed the WTF Leagues website — a central hub that treats each league like its own entertainment property while keeping navigation, layout, and typography consistent. The site was built for expansion, with future leagues and formats already considered in the system.
Hamster Racing League (HRL)
Co-designed the original brand and betting UI for Season 1.
Led Season 2: Hamsterdam — an F1-themed rebrand with slick visuals and new hamster personas.
Owned the social content direction and execution, aligning campaign timing with the 2024 Singapore F1.
Developed race visuals, personality-driven branding, and themed social kits.
Marble Racing League (MRL)
Created a neon, character-led aesthetic, with identities like Marble Jackson leading the charge.
Designed full brand system, packaging-style visuals, and launch assets.
Brought in glitzy arcade energy while staying within the WTF Leagues brand grid.
Treadmill Racing League (TRL)
Final direction embraced the demonic treadmill concept — gritty, heavy, industrial visuals.
Built the brand identity and tone to match the absurd intensity of the concept.
Created a visual language around raw spectacle and chaos.
Beyblade Battles (BBB)
Designed with an underground fight club tone, pulling on 2000s nostalgia.
Balanced dark, kinetic styling with real Beyblade names and lore, pushing a line between parody and reverence.
Delivered social and visual systems that felt raw, intense, and fan-driven.
Website & Brand System
In addition to the league identities, I designed the WTF Leagues website — a central hub that treats each league like its own entertainment property while keeping navigation, layout, and typography consistent. The site was built for expansion, with future leagues and formats already considered in the system.
Key Work
Hamster Racing League (HRL)
Co-designed the original brand and betting UI for Season 1.
Led Season 2: Hamsterdam — an F1-themed rebrand with slick visuals and new hamster personas.
Owned the social content direction and execution, aligning campaign timing with the 2024 Singapore F1.
Developed race visuals, personality-driven branding, and themed social kits.
Marble Racing League (MRL)
Created a neon, character-led aesthetic, with identities like Marble Jackson leading the charge.
Designed full brand system, packaging-style visuals, and launch assets.
Brought in glitzy arcade energy while staying within the WTF Leagues brand grid.
Treadmill Racing League (TRL)
Final direction embraced the demonic treadmill concept — gritty, heavy, industrial visuals.
Built the brand identity and tone to match the absurd intensity of the concept.
Created a visual language around raw spectacle and chaos.
Beyblade Battles (BBB)
Designed with an underground fight club tone, pulling on 2000s nostalgia.
Balanced dark, kinetic styling with real Beyblade names and lore, pushing a line between parody and reverence.
Delivered social and visual systems that felt raw, intense, and fan-driven.
Website & Brand System
In addition to the league identities, I designed the WTF Leagues website — a central hub that treats each league like its own entertainment property while keeping navigation, layout, and typography consistent. The site was built for expansion, with future leagues and formats already considered in the system.
Process & Tools
Process & Tools
This project gave me space to stretch creatively — exploring tone, style, and character across multiple leagues with very different visual languages. I also used AI tools like Midjourney and DALL·E (via ChatGPT) to speed up concept exploration, generate early moodboards, and experiment with visual directions before committing to design execution.
This project gave me space to stretch creatively — exploring tone, style, and character across multiple leagues with very different visual languages. I also used AI tools like Midjourney and DALL·E (via ChatGPT) to speed up concept exploration, generate early moodboards, and experiment with visual directions before committing to design execution.
Process & Tools
This project gave me space to stretch creatively — exploring tone, style, and character across multiple leagues with very different visual languages. I also used AI tools like Midjourney and DALL·E (via ChatGPT) to speed up concept exploration, generate early moodboards, and experiment with visual directions before committing to design execution.
Impact
Impact
Scaled a viral racing concept into a multi-brand system with long-term visual consistency
Delivered launch-ready identities and marketing assets for three new leagues
Helped Fanplay position WTF Leagues as a public-facing brand that could grow independent of platform constraints
Enabled rapid rollout of visual content across social, site, and league materials
Scaled a viral racing concept into a multi-brand system with long-term visual consistency
Delivered launch-ready identities and marketing assets for three new leagues
Helped Fanplay position WTF Leagues as a public-facing brand that could grow independent of platform constraints
Enabled rapid rollout of visual content across social, site, and league materials
Impact
Scaled a viral racing concept into a multi-brand system with long-term visual consistency
Delivered launch-ready identities and marketing assets for three new leagues
Helped Fanplay position WTF Leagues as a public-facing brand that could grow independent of platform constraints
Enabled rapid rollout of visual content across social, site, and league materials
Reflections
Reflections
WTF Leagues was definitely one of the most fun and creatively energising projects I got to be a part of. It allowed me to flex my branding skills and push hard on ideas that you normally wouldn't get the chance to on regular projects. Additionally, it gave me the space to experiment with the latest AI tools and see how I could incorporate them as part of my process.
WTF Leagues was definitely one of the most fun and creatively energising projects I got to be a part of. It allowed me to flex my branding skills and push hard on ideas that you normally wouldn't get the chance to on regular projects. Additionally, it gave me the space to experiment with the latest AI tools and see how I could incorporate them as part of my process.
Reflections
WTF Leagues was definitely one of the most fun and creatively energising projects I got to be a part of. It allowed me to flex my branding skills and push hard on ideas that you normally wouldn't get the chance to on regular projects. Additionally, it gave me the space to experiment with the latest AI tools and see how I could incorporate them as part of my process.
More Projects
More Projects
More Projects
Gorilla Studio
Building
2024
2024
Gorilla Studio
Building
2024
2024
Gorilla Studio
Building
2024
2024
Gorilla Studio
Building
2024
2024
Zip Co.
Fintech, BNPL
Type
2021 - 2022
2021 - 2022
Zip Co.
Fintech, BNPL
Type
2021 - 2022
2021 - 2022
Zip Co.
Fintech, BNPL
Type
2021 - 2022
2021 - 2022
Zip Co.
Fintech, BNPL
Type
2021 - 2022
2021 - 2022
©2025 YIDA TAN
GO BACK TO TOP
©2025 YIDA TAN
GO BACK TO TOP