STREET FC brand revamp

STREET FC, NYC's most exciting soccer pickup game series, was looking to break out of the New York market in 2019 and expand nationally. Our objective was to shift the visuals to be more polished, accessible, and less New York-centric.

Working with STREET FC's creative director Franco Cotardo, we shifted the color palette, incorporating more pastels and color photography. STREET FC also shifted their focus to daytime games, which gave the photos a less gritty quality. We toned down their over-processed look and shifted the graphics and illustration to be more game-centric and less abstract. Overall, we took a considerable jump from our bright and maximalist style to something more subtle, while retaining SFC's street cool aesthetic.

We created new internal and external brand guides, social media graphics, graphics for merchandised apparel and team uniforms, branded stationary and marketing swag, graphics for video, signage, and more.

The creative director of STREET FC is Franco Cotardo, and the photographer is Billy Heigl.