Daria Chernova
Art director, designer
09
FonBase
FONBASE is an open-format sports and cultural venue launched by Fonbet at Moscow’s iconic Luzhniki stadium.
The space operated for a full month, hosting a packed program of events: from amateur sports tournaments and film screenings to public talks, parties, and performances by guests such as hockey legend Alexander Ovechkin, CSKA football players, Bushido Zho, and Minayeva.
Art direction, identity system, spatial graphics, motion design, web design, merchandise collaborationWe were tasked with shaping a full-scale visual identity and experience — spanning branding, spatial design, print, digital, and motion.
The design concept was inspired by the visual language of sports field markings — football and basketball court grids served as the core reference.
The system was built around a clean red-and-white palette to maintain lightness and modularity, with large-scale typography and technical field elements integrated directly into surface designs across the venue.
We developed a flexible graphic toolkit that covered environmental graphics, wayfinding, stage branding, posters, merch, and social content.
Motion design was used for on-site screens and digital communication, supporting the dynamic rhythm of the program.
Each major event within the program featured exclusive merchandise drops created in collaboration with well-known street artists — blending sports culture with contemporary visual art and building a deeper emotional connection with the audience.
The atmosphere at FONBASE blended the energy of live sport with the creativity of urban culture. The design played a key role in shaping this hybrid environment — where football fans, musicians, athletes, and artists came together in one space.
Through the use of bold visual language, sport-inspired graphics, and cultural references, the identity helped create a space that felt both dynamic and inclusive — a celebration of movement, community, and contemporary expression.