OCSC – CASE STUDY

Objective: To build a brand that Orange County sports fans fall in love with.

Font Selection

The font selection felt dated and didn't represent a modern brand. With wanting to appeal to a younger audience, it was important that they felt proud enough to wear the brand and that the club represents who they are. The font needed to be bold, strong but versatile.

I leant into storytelling to emotionally connect with our audience, through showing the ups and downs of the season using real broadcast sound bites.

BRIEF

To turn Orange County Soccer Club into a brand that was seen in the same vein as the Anaheim Ducks, Angels & LA Galaxy, as a professional sporting organisation.

CLIENT

Orange County Soccer Club

THE THINKING

As a former athlete, sport becomes emotional. You build up rivalries on the court that do translate into the stands. OCSC needed to find a way to show their fans this & let them know, that we understand how they feel as a fan, instead of speaking at them.

Before I joined, from a visual standpoint OCSC was over using the orange. The graphics didn't feel professional and the font felt very outdated. I wanted to pair back the orange and use in sparingly against black, to really make to really make it pop.

We also needed to lean into the fact that the County more. We needed to become a community focussed club, that everything we did was for the fans of Orange County.

SERVICES

Creative Direction
Brand strategy

RESULT

- All social media followers have risen by 29%.

- The most sold out games in club history - the last 7 Saturday night games of the season. Prior to this season, the club had sold out one game in total.

- Increased attendance by 71%. The average for the first 3 home games in March when I started was 3200. As of October it is now above 5500.
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- The most jersey sales sold in a non Championship winning season, through use of storytelling in the Kit Launch videos.