Street FC o.g. brand identity & design
A vision to bring NYC soccer off the turf and back to the street. A game for everyone: pro and amateur, any gender, any age, any skill level. STREET FC holds open games across New York City in basketball courts, warehouses, and city parks.
I had the privilege of developing the visual identity of STREET FC. This project was extremely hands-on so in addition to producing the brand guide I also executed all of the early stage visuals. I spent a lot of my youth in New York City in the 90's, so the inspiration here was a no-brainer: early Air Jordan campaigns, Yo! MTV Raps graphics, and a maximalist approach to typesetting inspired by 90's club posters. Neon yellow and orange felt iconically New York against the black and white photography. I directed and edited the photo to be gritty, giving it an underground feel that enhances the guerrilla feel of the games. I took a lot of references from early skateboarding photography, encouraging our photographers to shoot with fisheye lenses and heavy flash.
I also produced 2d animations, video graphics, a 60 x 90 foot mural around a custom rooftop soccer pitch with Project Backboard and the International Champions Cup, graphics for merchandised apparel and staff uniforms, signage, graphic mockups for their upcoming app, mockups and graphics for their website, graphics, copy, and strategy for various social media and marketing campaigns, and co-developed internal branding and training bibles.
The only thing I did not produce on this project is the original iteration of the logo (I did cleanup on the original workup and produced a lettermark and alternate versions). This project was produced in close partnership with STREET FC's creative director, Franco Cotardo. The photos here were shot by Billy Heigl and Daniel Tornatore.