Visual Identity | SC Queen Anne

Question

Can a neighborhood soccer club feel as proud and iconic as the global teams its players look up to — while still reflecting the community it represents?

Exploration

The project started with research into what makes soccer brands resonate — why some feel timeless while others need a refresh every few years. I looked at professional clubs around the world, local Seattle teams, and the character of the Queen Anne neighborhood. The goal was to create something rooted in place but confident enough to stand on a larger stage.

Expression

I developed a new crest and visual system alongside a refined mission and vision — tying the club’s identity and purpose together. From there, I updated photography, redesigned the website, and built practical tools for consistent communication: social templates, email layouts, and merchandise including an iconic club scarf—a symbol of soccer.

Meaning

The result is a brand that kids and families feel proud to be part of—the kids wear their jerseys to school. It connects the club’s local story to the broader culture of the game, and gives the community a shared symbol they can stand behind.

Designer: JP Flores