The boy is a graphic design student and has done really well to get himself a lot of publicity - he's got decent graphic skills too, but as I told him last night on twitter he doesn't tell the story of why anyone should care about Dundee City - He's just done some pretty graphics of strips, badge, merchandising etc. Nothing that tries to sell Dundee City to the public after the fictional merger.
Could have done that as a rebrand for an existing team - but it wouldn't have got him publicity and got his work seen by prospective employers, though he could have got even more by basing it on Glasgow FC the new merged superteam that the English Premiership might actually allow to play down South