- C L I E N T -
Angel City Football Club
Crest Design for ACFC
- P R O J E C T -
Brand Identity, Crest Design, Apparel
|
The Project
Visual identity exploration for LA’s first women’s professional football team
I was invited to be one of two designers tasked with developing the crest for Angel City FC—Los Angeles’ first professional women’s soccer team. It was a rare opportunity to help shape the identity of a brand-new club with a powerful mission and a lot of heart behind it.
The Brief
The brief was both inspiring and specific. The crest needed to be powerful without leaning into masculine tropes, and elegant without relying on traditional or overtly feminine visual cues. A figure could be included—but it had to feel fluid and open, not defined by body or gender. Above all, the identity needed to feel timeless and distinctly LA.
Brand Identity
In response, I created a full system of concept directions—grouped into four core themes:
Angels, exploring abstracted forms and symbolism; Wings, focused on motion and strength; Figure, which approached the idea of character without anatomy; and Heritage, nodding to civic and cultural references from LA’s layered history.
These explorations combined modern geometry with local visual language—referencing elements like the red-tailed hawk, architectural motifs, and civic emblems. The designs were built to work across scales and formats, from kits and merch to digital and broadcast.
Brand Colors
The Angel City FC color palette balances strength and elegance with a fresh, modern tone. Sol Rosa offers a warm, unexpected base that feels refined but not delicate. Asphalt and Armour provide structure—deep charcoal and neutral grey that ground the identity. Champagne Gold adds a subtle touch of prestige, while clean white brings space and contrast. Together, the palette breaks from traditional sports branding, creating something both timeless and distinctly Los Angeles.
