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Designed a flexible identity system for a conference about typography and its connection to technical drawing. Utilized a palette of visual elements to convey the conference's vision and spirit across print, digital, 3D, and spatial media.
Seattle Reign FC
Refreshed the visual identity for Seattle Reign FC, a legacy club in the NWSL and a defining force in Seattle’s sports culture. At the heart of the brand stands the Queen—not just a mascot, but a powerful symbol of Reign’s spirit, ambition, and legacy. Drawing from her strength and grace, we devised an identity that honors her presence: poised elegance and unshakeable power. The result is a system that feels iconic to the city and deeply rooted in the club’s story of inclusion and excellence.
Role: Design Lead
Strategy: Justin Alicastro, Ivan Kayser, Ash Shaffer, Rachael Sherman
Design: Flora Chan, Melissa Deckert, Rachel Lee, Alec Cerminaro
Client Services: Shalini Arroyo, Christina Sailer
Motion: Bryan Gancedo-Gonzalez
Completed at Redscout
↓ Concept
Drawing inspiration from royal insignia, I crafted a series of graphic frames that serve as both a unifying and dynamic element. These frames act as a visual metaphor for the club’s ongoing growth—celebrating diverse representation and reinforcing a sense of belonging. Designed for versatility, the frames will evolve across future seasons, offering room for adaptation while maintaining visual consistency.
↓ Design
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