Sweet
Sweet — Bringing Fans Closer to What They Love
Sweet — Bringing Fans Closer to What They Love
As Head of Design at Sweet, I led a multidisciplinary team through the evolution of a fan rewards platform into digital collecting, branded marketplaces, and interactive sports experiences. My role connected product strategy, UX/UI, brand identity, illustration, motion, 3D, and video—establishing creative direction while staying hands-on with the work.
Sweet began with a simple premise: fans should receive value for the support they give. Users earned “Sugar” by discovering music, watching videos, and engaging with musicians, bands, artists, celebrities, and creators. They could redeem those rewards for merchandise, exclusive access, and experiences. We designed ways to make that exchange feel natural, turning everyday participation into a stronger connection between fans and talent.
We also brought fans and talent together through Sugar Rush, a live trivia game within the Sweet mobile app. Music artists and influencers hosted interactive games where fans could participate in real time, compete for prizes, and connect with their favorite personalities. The experience combined live entertainment, gameplay, and rewards, adding a social dimension to the platform and giving fans another reason to return.
As the platform evolved, engagement became something fans could collect. Artist cards and digital collectibles introduced discovery, rarity, set completion, and trading. That foundation expanded into an NFT platform where brands could create their own collectible experiences and marketplaces. My team’s challenge was to make unfamiliar technology approachable while giving every partner an experience that felt true to its audience.
Our work extended across music and entertainment, including Elton John, Lil Pump, Evanescence, Pentatonix, Vagrant Records, and Big Machine Label Group. Experiences ranged from collectible artwork and animated cards to music-linked releases, exclusive access, and charitable auctions. Pentatonix celebrated The Lucky Ones with a collectible set; Evanescence brought Echoes From the Void into digital cards, coins, and an interactive sculpture; and Big Machine artist Tyler Rich connected audio-enabled cards with opportunities for fan rewards. Elton John’s collaboration with Sweet and Jadu combined digital collecting, future fan access, and fundraising for the Elton John AIDS Foundation.
For consumer brands, Sweet connected digital experiences with products, loyalty, and physical spaces. Burger King used meal-box QR codes to launch a collecting game with unlockable rewards. Dave & Buster’s brought collectible coins and city cards into its arcade prize ecosystem. Macy’s translated Thanksgiving Day Parade balloon artwork into digital collectibles supporting Make-A-Wish, while Build-A-Bear paired digital bears with physical collectible opportunities. Kia launched branded collections, including Robo Dog, and Old Navy introduced a collection celebrating its heritage and the Fourth of July.
The broader client roster also included Alexander McQueen, Clinique, and Variety. Clinique’s MetaOptimist campaign connected digital collectibles with its loyalty community, while Variety commemorated its Power of Women event with collectible covers and invitations. Across these projects, we explored how a brand experience could extend beyond a transaction and give audiences something to discover, keep, share, or participate in.
Sports became a major expression of that vision. Sweet developed experiences for NBA teams including the Cleveland Cavaliers, New York Knicks, and Milwaukee Bucks, alongside the Chicago Blackhawks, Clemson Tigers, Australian Open, American Century Championship golf, McLaren Racing, and Red Bull Racing. These projects connected team history and brand identity with collecting, rewards, and access. The Cavaliers’ programs extended into digital membership perks; Clemson introduced an All-In access pass; the Australian Open celebrated its history through decade-themed collections; and American Century Championship combined collecting with charitable fundraising. McLaren Racing turned collecting into an interactive challenge, allowing fans to assemble a digital race car from 22 collectible components.
That progression led to NHL Breakaway, developed with the NHL, NHL Players’ Association, and NHL Alumni Association. I led my team in creating the brand and digital experience from the ground up, bringing together UX/UI, illustration, 3D, animation, sound, and music direction. We built scalable creative systems that transformed hockey highlights into collectible experiences, giving fans ways to relive iconic plays, build collections, buy, sell, trade, and connect with other supporters.
With MLS QUEST, Sweet brought that approach to Major League Soccer through collectible video medallions, quests, trading, and rewards tied to favorite clubs and players. My work also extended into directing and producing content with MLS players, combining live action, green-screen production, motion graphics, and design for nationally displayed campaigns.
The next chapter was SCOR.io, expanding Sweet’s approach from digital collecting into interactive sports gaming. Sweet helped launch a connected ecosystem of sports-themed mini-games, bringing basketball, soccer, hockey, tennis, and other sports into quick, accessible experiences. Fans could play, compete, and earn rewards, creating new ways to participate beyond collecting their favorite moments.
SCOR extended that vision through fan identity, achievements, and token-based rewards. The platform connected gameplay and participation with the broader sports ecosystem, while introducing ways for existing digital collectibles to unlock additional utility. It carried forward the idea behind Sweet’s earliest rewards platform: recognize fans for their engagement and give that participation meaningful value.
Across my time at Sweet, the central design problem remained consistent: turn complex systems into experiences people want to use. I helped lead the creative and product work through each transition, building a shared foundation that could adapt to different audiences while making every experience feel distinctive, accessible, and connected to what fans love.