I collaborated with the American Youth Soccer Organization (AYSO) to help launch AYSO PLAY!, a new recreation-based soccer initiative designed to introduce more children and families to the game. My role focused on developing the program's visual identity and website experience, creating a brand that feels welcoming, energetic, and approachable for first-time players and parents alike.
Role: Art Director & Designer
Collaborators: Data Roots (Web Development); Oleksandr Kuznetsov (Motion Design); Sam Johnson (Copy)
Year: 2023
Client: The American Youth Soccer Organization (AYSO) is a nationwide non-profit dedicated to delivering fun, inclusive, and development-focused soccer experiences for children. AYSO serves millions of young athletes across the United States.
Collaborators: Data Roots (Web Development); Oleksandr Kuznetsov (Motion Design); Sam Johnson (Copy)
Year: 2023
Client: The American Youth Soccer Organization (AYSO) is a nationwide non-profit dedicated to delivering fun, inclusive, and development-focused soccer experiences for children. AYSO serves millions of young athletes across the United States.
Brand Development
I developed the visual identity for AYSO PLAY!, creating a fun and approachable brand system that complements the existing AYSO brand while establishing its own personality. Deliverables included the program logo, brand guidelines, play button badge, mascot concept, supporting graphics, and creative direction for an animated logo sting used throughout the program's launch.
Website Design
I led the creative direction for the AYSO PLAY! website, developing the information architecture, wireframes, page layouts, and visual design. Working alongside web developer, Data Roots, and copywriter, Sam Johnson, we created an experience that introduces the program in an engaging and easy-to-understand way for those new to the sport.