California United FC

After a thorough naming process, we started back where we began: with a name powerful enough to represent America’s most populous state.

Creating a football club from scratch, we built a fully realized visual identity and set of digital and physical assets that channelled the boundless energy and diversity of California.

Featuring a nod to the iconic coastline through a central sun motif, more subtle references to the team’s area of play can be seen within ‘sliced’ sunrays— a reference to Orange County, along with color combinations that call back to legendary Los Angeles-area teams California Surf and LA Aztecs.

The identity is designed around that flexible color system and encapsulates the diversity of the state of California, incorporating a number of elements from local geography.

Deliverables

Brand identity
Brand guidelines
Strategic brand development
Art direction
Social templates
Step-and-repeat
Tickets
Parking passes
Wheatpaste posters
Marketing assets