Visual Identity | SC Queen Anne

A neighborhood football club identity built to balance local character with the confidence of global sport culture.

Challenge

Create a visual identity for a neighborhood club that reflects the pride of football culture without losing its local grounding.

Insight

The strongest football brands create a sense of belonging. Their symbols, traditions, songs, and shared language become cultural markers that connect people to each other as much as they connect them to the team.

Strategy

Queen Anne carries its own identity—quiet, elevated, and closely tied to community life. The opportunity was to connect that local character with the traditions and pride that make football clubs resonate. A refined mission and vision established the foundation, informing a new crest and flexible visual system that could bring consistency to everything from communications and social content to merchandise and match-day experiences.

Experience

The identity shows up across match-day materials, digital updates, and community touchpoints. A scarf became a central object—simple, functional, and something people actually use rather than archive.

Impact

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