California United

Role: Brand Identity, Social/Digital Creative, Marketing Direction

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

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 team, previously committed to the North Americal Soccer League (NASL) and currently assessing its options for which league to play in come 2019, currently fields a reserve team in the local-area UPSL.

Deliverables: Brand identity, Brand guidelines, Strategic brand development, Art direction, Social templates, Step-and-repeat, Tickets, Parking passes, Posters, Marketing assets, Website recommendations


Art direction and design: Nathen McVittie
Strategy and account management: Zack Goldman, Eric Beard
Design collaboration: FISK Studios