San Diego Wave FC | Brand Identity
San Diego Wave FC | Brand Identity
Founded in 2021 and beginning play in 2022, the San Diego Wave Fútbol Club is San Diego’s premier professional women's football club competing in the National Womens Soccer League (NWSL). Working under Benjamin Aziz of Marcy Avenue and the creative direction of Matthew Wolff, I helped develop the new club’s brand identity including the primary crest, wordmarks, and custom type system.
With the opportunity to help establish a brand whose reach went beyond the pitch, our challenge was to capture the vibrant energy of the region, embody the spirit of San Diego, and deliver a unique, authentic, and versatile brand system.
As always, these projects are a team effort that relies on the input and hard work of many players – A huge shout out and thanks to Benny for the opportunity to team up, to Matt for his leadership & creative direction throughout, and to the Wave’s leadership team for their energy & enthusiasm!
Credits
Benjamin Aziz | Marcy Ave/Project Lead
Matthew Wolff | Creative Director
Jeremy Nelson | Designer
Links
Sun Sand & Sea
With a high-level vision set by Marcy Ave. & team leadership, our challenge was to capture the coastal, colorful, and multicultural flavor of San Diego while delivering a versatile, durable, and distinctive identity.
“We are thrilled to unveil our colors and crest that have been inspired by San Diego’s beauty, its culture, and the sheer power of the Pacific Ocean. We are confident our players and fans near and far will enjoy wearing our crest and colors while proudly representing and supporting San Diego Wave Fútbol Club.”
– Jill Ellis San Diego Wave FC, Club President
Custom Type
Inspired by Art Deco typography found on signage of local landmarks, neighborhoods, and beaches, our goal for the type system was to capture a voice that felt authentic to SoCal, was functional for its context, and stood out with a few unique details.
Thanks for again to Benny from Marcy Ave for the opportunity to team up and to Matt for his creative leadership & guidance throughout – Check out the links to more of their standout work below.