Austin FC
Major League Soccer’s 27th Club and the first professional sports team in Austin, Texas.
—————
As the club’s first Creative Director, I lead and galvanize a team of designers, photographers and videographers across omnichannel campaigns and day-to-day executions to represent the one of America’s most creative cities.
Establishing the Identity.
With a design system developed by local design agency The Butler Bros, our crest and brand are meant to be a visual representation of the city of Austin.
In addition to implementing our design ethos across our channels, my role also involves protecting our brand anywhere it exists: partner channels, out-of-home, OTT, broadcast, retail spaces, even in the signage and way-finding inside our stadium.
Broadcasting the Message.
Highlighting the Legends of the Austin community with the Verde Listos broadcast and OOH campaign.
—
Creative Direction / Art Direction / Photography
Launching the Uniform.
Primary and Secondary jersey releases.
2021 Addy Award winners for Cross-Platform Integrated Campaign.
Set the 24-hour sale record for an MLS jersey release.
—
Creative Direction / Art Direction Photography
Connecting with Community.
From The OfficialAustin App to our badass ‘83 Chevy Barth mobile merch store, the connection we have with our community of supporters is a top priority.
Before we ever kicked a ball on the pitch, Austin FC led the league in engagement and growth across our social channels, as well as consumer merchandise sales.
I also designed and launched event-specific micro-sites to facilitate data-capture, e-commerce sales and limited edition content experiences for our fanbase.
Winning the Match.
To establish the competitive narrative, I designed and art directed the VERSUS campaign, which leveraged Austin’s analog style through a collaged, half-tone design system with a DIY-feel.
Additionally, I designed and art directed our match-day graphics, to keep fans up to date on the action.
