Boston Legacy Brand Guidelines
BUILDING A BRAND SYSTEM FOR A CLUB STILL DEFINING ITSELF
I joined Boston Legacy at a pivotal moment. The club had a crest and a name, but after an early period of change and public scrutiny, it needed a clearer identity and a stronger point of view. Rather than start over, I focused on building meaning and consistency around what already existed. We simplified the palette, introduced a more distinctive typographic system, sharpened the voice and established principles for photography, player presentation and campaign design.
The goal was bigger than creating guidelines. It was to give a new organization a creative foundation, one that could feel unmistakably Boston while leaving room for the club to evolve.
Role: Senior Creative Director
Focus: Brand Strategy / Creative Direction / Identity Systems / Art Direction
