Chicago Fire

Chicago Fire

Chicago Fire

Brand and Identity Design

Client

Chicago Fire

Year

2023

Service

Brand and Identity Design

The Chicago Fire Soccer Team is a professional soccer club based in Chicago, Illinois, competing in Major League Soccer (MLS) and representing the city in top-tier soccer competitions across North America.

Chicago Fire took on the task of capturing its brand with their own unique identity and history, into new and contemporary entities. This journey was filled with obstacles that tested my creativity, adaptability and experience. From maintaining brand equity to resonating with modern audiences, navigating these challenges required a deep understanding of both brand heritage and evolving market trends.

I led efforts to capture the team's identity while honoring its storied legacy. Collaborating with cross-functional teams, I implemented innovative strategies to seamlessly transition the brand into new and contemporary realms. By strategically balancing tradition with innovation, we were able to cultivate a renewed sense of pride and excitement among supporters while attracting a new generation of fans to the Chicago Fire family.

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