Fordelviden
Built for the feed that never sleeps.
What was
broken.
Fordelviden publishes into a feed that moves in minutes: match results, patch notes, transfer rumors. Their old look was generic enough to belong to anyone, which is fatal when your reader decides in half a second whose link to open.
The site buckled on big match nights, and social ran on whatever got posted whenever. Speed and consistency, the two things gaming audiences punish hardest, were both missing.
What we
did about it.
A dark-mode-native identity with teeth, a site engineered for traffic spikes, and a clip-first social rhythm that keeps pace with the calendar.
Dark by default
The audience lives in dark interfaces. The identity was designed for black backgrounds first, so it looks native on stream overlays, thumbnails, and phones at midnight.
Scores before stories
Live data sits above the fold: scores, fixtures, standings. Analysis follows. Readers who came for a number stay for the paragraph.
Clip the moment
A motion kit turns plays and announcements into social cuts within the news cycle, because gaming news older than an hour is history.
- 01Identity
Positioning & logo lockup
A lockup designed to survive being shrunk into a stream overlay at 80 pixels wide or blown up on a phone at midnight. Tested at both extremes before it was locked.
- 02Identity
Dark-first identity
Designed for black backgrounds first, because that is where the audience lives. The result looks native on stream overlays, thumbnails and dark-mode feeds rather than pasted on top of them.
- 03Website
Gaming news website
Engineered for match-night traffic spikes, which are the brief rather than the edge case. Live scores and fixtures sit above the fold; analysis follows underneath.
- 04Strategy
Reviews & ratings system
A scoring model with published criteria, so an honest low score reads as rigour rather than spite. Consistency earned more publisher access than soft coverage did.
- 05Social
Social clip kit
Templates that turn a play or an announcement into a finished social cut inside the news cycle, because gaming news older than an hour is history.
Website
Built around one action rather than a list of pages, and structured so the visitor is never more than one scroll from the thing they came for.
- Structured around one action, not a list of pages
- Designed and built by the same team
- Editable by your team after handover
- Tested on real devices before launch
Engineered for match-night traffic spikes, which are the brief rather than the edge case. Live scores and fixtures sit above the fold; analysis follows underneath.
Identity
Drawn against real applications at both ends of the scale, so the mark holds embroidered and at sixteen pixels without needing two versions.
- Explored against real applications, not a slide
- Tested at the smallest and largest sizes it will be used
- Typography and colour chosen for accessibility and print
- A written system your team can extend
A lockup designed to survive being shrunk into a stream overlay at 80 pixels wide or blown up on a phone at midnight. Tested at both extremes before it was locked.
Designed for black backgrounds first, because that is where the audience lives. The result looks native on stream overlays, thumbnails and dark-mode feeds rather than pasted on top of them.
Social
Built as a system with a rhythm, so the feed stays alive without depending on one person's free evening.
- A system with a posting rhythm, not one-off posts
- Sized natively for each feed
- Captions and safe areas handled
- Volunteer-proof, so it survives turnover
Strategy
Written so a new hire can read it and make a correct decision without asking, which is the only version of a brand guide that works.
- Written so a new hire can use it alone
- Grounded in customer interviews, not opinion
- Covers the decisions that actually come up
- Everything downstream traces back to it
A scoring model with published criteria, so an honest low score reads as rigour rather than spite. Consistency earned more publisher access than soft coverage did.
Asked
often.
How does the site survive match nights?
Cached pages, lean media, and a performance budget. Spikes are the brief, not the edge case.
Who makes the clips?
Their editors, from templates. Speed matters more than polish here.
Do reviews hurt access to publishers?
Honest scoring with clear criteria earned more trust, and more access, than soft coverage did.