Designing original graphics for each trend isn't really such a late step. When a trend is in motion, visual designer Wilf Eddings is working while writers are writing and translators are translating.
Wilf, who moved from London temporarily just for this project, looks at the data and begins to construct a visual pun. He works from a giant Photoshop canvas that includes every digital asset he's ever worked on. Every arm, every hand, every jersey, and every ball is there.
Wilf will pull pieces from here and there to create the illustrations you see on the hub page, which is how he's able to get them done quickly (in as little as 20 minutes, and an average of an hour and a half), and maintain a consistent look across all graphics.