boston legacy fc - ooh campaign
When I joined Boston Legacy as Creative Director and the sole designer, I was immediately tasked with leading the club’s first out-of-home campaign to introduce the brand and its updated crest.
At the same time, I was building the foundational brand guidelines from scratch, so there is some variation across executions. The priority was to introduce the new color system and establish the club’s voice in market. The logo already existed, but every other element, from typography and layout to tone and overall visual language, was created as part of defining the full identity.
This campaign marked the first real expression of what Boston Legacy looks and sounds like.
