CatchMax: Glenn Maxwell’s Collectibles

project overview

Catch Max, a fan experience by Glenn Maxwell, was launched in May 2023 to create deeper, more interactive connections between the star cricketer and his fans. The project centred around exclusive content, fan challenges, digital collectibles, and a major drawcard: a $1 million catch competition timed with key cricket events like the Ashes and Big Bash League. As the lead designer, I created the branding, digital collectibles, illustrations, website design, and social media design for Catch Max. The creative direction focused on capturing Glenn’s energy and personality, while making the experience feel bold, inclusive, and playful for a broad fanbase.

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Client

Glenn Maxwell x Smart Layer

Year

2024

Category

NFT Design / Web Design

Agency

We Discover

challenges & Approach

A series of workshops and meetings were organised to clearly define the design objectives and better understand the target audience—primarily young adult males based in India and Australia, aligning with Glenn Maxwell’s fanbase.

Once the goals were established, a visual direction was proposed for the branding and overall website experience. After receiving approval, a dedicated photoshoot with Glenn Maxwell was arranged to capture images for the digital collectible cards.

Customisable collectible cards were then designed, allowing users to select Glenn’s image, choose backgrounds, and add stickers directly through the website. This interactive experience was tested with end users to validate the usability of the website, the clarity of the branding, and to ensure the overall experience was engaging and easy to navigate.

After incorporating feedback from user testing, the website and Instagram channels were launched. This marked the beginning of the public campaign. To support ongoing engagement, a dedicated Discord community was set up—giving fans a space to interact, receive updates, and take part in future activities related to Catch Max.

results

The Catch Max launch exceeded expectations across all key metrics. During the five-day free trial window, over 16,600 fans signed up - well above the original 10,000-member target. The campaign reached a total audience of 6.48 million people through a combination of earned and paid media, driving strong visibility and engagement. Within the first week, fans created more than 17,000 custom digital collectibles, reflecting high interaction with the core product feature. The Instagram account gained over 3,600 followers before the official launch, and the community continued to grow post-launch, with over 3,500 fans actively engaging in the Discord group. The results highlighted the success of combining thoughtful design, strategic content, and community-led engagement.