Boston Legacy Brand Guidelines

When I arrived at Boston Legacy as Senior Creative Director, I was tasked with rebuilding the brand identity. The club had gone through naming challenges and a marketing campaign that missed the mark, so it was clear the brand needed a reset.

We kept the crest, but reapproached everything around it. I simplified the color palette, introduced a new typeface, and established a sharper, more confident tone of voice. From there, I built clear guidelines across photography, design systems, and overall aesthetic direction, down to how players are shot and presented.

The goal was to create a brand that felt intentional, modern, and new for the NWSL.