Heimvorteil Dresden is the official multi-brand store bringing together merchandise from some of Dresden’s leading sports clubs, combining each club’s official collections with exclusive lines developed specifically for Heimvorteil and its own collection tied to the city’s identity.

The project meant working with different clubs, sports and fan communities within one commercial ecosystem. Each collection was developed with the commercial team leading the project, then reviewed and approved by each club before launch.

Alongside managing and presenting the official merchandise, we developed exclusive collections for each team (T-shirts, sweatshirts, trousers, accessories and more), available both online and in Heimvorteil’s stores in Dresden.

My work covered both the digital side and the physical brand experience: e-commerce, art direction, collection development, commercial campaigns, signage, video editing, in-store communication, visual merchandising and materials for the shopping centres where Heimvorteil operated.

The goal was to build a consistent commercial experience connecting sport, city and community, making official merchandise easy to buy while creating new sales opportunities through exclusive collections and Heimvorteil’s own products.

The challenge

Build a consistent brand experience across digital and physical spaces, working with different clubs, collections and campaigns under one identity: Heimvorteil.

The challenge was to keep a clean, recognisable overall image while adapting it to each team’s identity and to different formats and touchpoints.

My work covered both online and offline: developing the Shopify e-commerce, commercial campaigns, graphic materials, visual merchandising, large-format signage and audiovisual content for the store, shopping centres and promotional spaces around the city.

Each collection also had to meet specific commercial goals, stand apart from the clubs’ own ranges and create new sales opportunities through exclusive collections, local products and cross-selling.

Approach

The project took a mobile-first, user-centred approach, focusing on the key moments of the e-commerce journey.

Information architecture, navigation and product presentation were optimised to make collections easier to explore and help users quickly see how each design can transform a space.

Visually, the experience became cleaner and more editorial, putting product and photography first while keeping a clear commercial structure built for conversion.

The visual identity of Heimvorteil combines urban culture, sport and the city to build a contemporary, recognisable and flexible graphic universe.

The physical store plays a central role in the brand experience. Product, campaigns, signage, audiovisual content and visual merchandising share one space to reinforce the identity and turn the store into a brand environment, not just a retail space.

The visual system adapts consistently to different retail environments and communication channels, from visual merchandising, product and packaging to campaigns, digital formats and e-commerce. An identity designed to keep the same language and recognition at every touchpoint, both online and offline.

A textile collection inspired by Dresden’s Baroque and some of its most recognisable architectural icons, reinterpreted through an urban, contemporary lens.

As Textile & Graphic Designer, I developed the visual concept, illustrations and prints, designed for the German market and adapted to different garments such as T-shirts and sweatshirts.

The aim was to turn the city’s architectural heritage into graphics with their own identity, far from the traditional souvenir and conceived as streetwear.

The collection became one of Heimvorteil’s best sellers in summer 2026.

Working with several sports clubs at once, developing distinct collections for each without losing Heimvorteil’s overall consistency.

Each club had its own codes, colours, audience and visual language, so the challenge was to create commercial, recognisable proposals with their own personality that could live within one brand universe.

On top of that came the development of an own streetwear collection inspired by Dresden, designed to extend the offer beyond traditional sports merchandise.

I worked on the UX/UI design and management of Heimvorteil’s online store, a platform that brings together different clubs, collections and product lines in one e-commerce.

Beyond designing the online shop, categories, banners and product pages, I helped keep the catalogue continuously updated, working with SKUs, variants, sizes, availability and stock management to keep every collection properly organised and up to date.

The work required constant coordination between product, content and data, linking catalogue references with information from the database and ensuring consistency between stock, product and presentation in the online store.

On the UX/UI side, the goal was to turn all that information into a clear, visual and easy-to-navigate experience, letting users move between teams and collections without losing Heimvorteil’s overall consistency.