Matchday Creative
BUILDING A SYSTEM THAT COULD PERFORM EVERY WEEK
A sports identity has to survive far beyond launch day. Matchday required a system flexible enough to communicate constantly without becoming repetitive or losing the personality of the brand.
I led the development of a modular visual approach that could flex across opponents, players, results and storytelling while remaining unmistakably Boston Legacy. The result was a system designed for speed without sacrificing creative consistency — allowing the brand to behave like a living sports property rather than a static identity.
Role: Creative Director
Focus: Creative Systems / Team Leadership / Art Direction / Social
