SF CITY FC

Creative Director | 2016 - Current

As a sports fan who feels big business has taken fandom out of sport. San Francisco City FC came into my life. We are a fan-owned organization that prioritizes club and community over all else. I try to take risks and try to create the brand that reflects who we are and what we want to be. Lets go City!

I Worked On

Branding: Brand Identity, Tone of Voice, Art Direction, marketing, Launch Strategy, Illustration, Design System

Digital: Content Strategy, Marketing Emails, Video

Activation: Advertising, Campaigns, Events, Meetups, Storefront build out

Etc.

Pride Kit: 2017, 2019, and 2020

2020 Marked the 50th anniversary of the San Francisco Pride parade. I tried to reproduce a kit from a soccer-style from the same year. Taking inspiration from that 1970 NASL Boldness, while being the san Franciscan Fun yet Strong. Due to our campaign approach of showing and telling our story, the kit was a monstrous success. Raising close to 10k for local LGBTQ+ non-profits.

Turned a shipping container into a store front for $3k. With a cnc machine, pipe cutter, strong magnets, and stickers. I gave SF CITY a clubhouse.

To see more SF City work, Click here