2024 Brand Refresh
Selected Look / Feel 02–24–2024 - 02-26-2025
DELIVERABLES:
SUPPORTING DESIGNERS:
Nik Surette
Meagan Pruitt
PHOTOGRAPHERS:
Hannah Wagner
Riley Rumbley
Craig Chase
This collection of work was produced in response to being tasked with concepting a new visual structure. This structure would be used for a variety of purposes including but not limited to: social media presence, in-stadium graphics, OOH Ads and so much more.
As lead designer on this year long campaign, my vision for the refreshed brand look was to create an eye catching identity that would stand out amongst the rest of the Major Leage Soccer club brands as well as make a splash in the larger sports world. While in the concepting phase, I was almost chasing more of an atmosphere and feeling rather than a set structure. I wanted the vibe to be fun and fluid, just like how the game should be played.
TYPOGRAPHY + ELEMENTS
When searching for a new typeface I had a few specific things in mind. We needed a typeface with variable fonts to ensure it was optimized for any use (from small digital web ads to large OOH LED ads). In addition, I wanted it to hold visual weight/structure to balance out the irregularity of the fluid elements. The team played with a couple different sans-serif fonts but Roc Grotesk came out on top in each case study. For the fluid elements, I wanted components that would be able to be smoothly animated, and guide the eye around the graphic in cases of static application. The intention was also to use different colors (and when necessary patterns) in place of the standard Black/Red/White/Pink.
MOTION
A toolkit was sent to Two Circles Made for them to add motion for the matchday presentation LEDs.
FRONT OFFICE OPERATIONS
1. Ticketing Operations
2. + 3. Group Sales
4. + 5. Partnerships
The intention for the suites of matchday graphics was to build multiple templates that could function with either “home” or “away” colorways. This visually allowed fans to know at a glance if the match was in D.C. or if they would need to catch the broadcast. The background colors and fluid elements are customizable and meant to be updated with each match to keep the templates from getting too predictable and repetitive. Though these graphics are the selects, almost every graphic has a suite of at minimum 2 sizes, with some having 5+.
MERCHANDISE
1. + 2. The Icon Kit launch - Web ad displayed on the online club shop + social graphic. Press Release here
3. + 4. Item Of The Match - Stadium tv + videoboard promotion for exclusive college night sweatshirt.
5. DCU x The Museum DC - Social post announcing the merchandise collaboration. Social post here
© 2025 - ELENA SEATON