Brand designer with an emphasis on storytelling
through succint, and scalable visual systems.

Clear visual expressions and systematic typography, layered together, form the basis of my approach to design.

Above all of that though, I’m just trying to be a good human.

Currently : Senior Designer at Creature Theory

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03 CROWN LEGACY

2022-23

BRAND IDENTITY
BRAND STYLE GUIDE

ROLE:
LEAD DESIGNER

Working with Tepper Sports & Entertainment to develop a distinct identity for their new MLS Next Pro team that breaks from traditional sports logo conventions and existing American soccer branding. The resulting progressive, urban visual identity positioned the team as forward-looking within the sport's evolving landscape. Rather than just reuse the Charlotte FC logo and name, team leaders hired our team to help develop a distinct story, character and look for this new pro team.

IDENTITY SYSTEM

CREST

The Crest is the focal point of the identity system. The centerpiece of the crest, a geometric four-point crown, symbolizes the royal legacy behind the club’s name. It is dynamic and implies a sense of upward movement, reflecting the club’s energy, passion and empowerment. Built from multiple stacked blocks, the crown represents this club’s place in the player pathway, on their professional soccer journey and the aspiration to build to the Charlotte FC First Team.

Set in an electric and gripping blue with black background, the Crown Legacy FC crest is Charlotte through and through, specifically designed in 2-color, giving it a modern & edgy vibe. Inspired in equal parts by Charlotte’s heritage and its future, the club crest is a badge of belonging to a city on the rise.

The crest’s clean, circular shape, used in a distinctive blue-on-black treatment, takes its lead from the Charlotte FC club.

CROWN

The geometric shapes of the crown represent the building blocks of the player journey, rising through the ranks of the academy to the professional game with MLS NEXT Pro and onto the First Team. This is where players will build their legacy. Everything about the mark is upwards and in motion.

IN USE

INDEX

FOR THE CORNER DENIES THE PALACE