I shaped the visual identity of one of the largest soccer associations in the United States, first as a full-time Senior Graphic Designer and later as a freelance creative. My work spanned brand systems, publications, event experiences, and organizational communications to Cal South support 200+ affiliate member leagues and clubs, 5,000+ referees, 6,000+ youth and adult soccer teams, 7,000+ coaches, 103,000+ youth and adult soccer players, and 240,000+ active family households across Southern California.
Role: Senior Graphic Designer (employee); Art Director & Designer (freelance)
Years: 2009-2014 (employee); 2015-2023 (freelance)
Client: Cal South is one of the largest state soccer associations in the United States, serving players, coaches, referees, and member organizations throughout Southern California.
Years: 2009-2014 (employee); 2015-2023 (freelance)
Client: Cal South is one of the largest state soccer associations in the United States, serving players, coaches, referees, and member organizations throughout Southern California.
Organizational Rebrand
I led the complete redesign of Cal South's visual identity in 2022, modernizing the organization's brand while preserving the recognition and equity built over more than three decades of service to the soccer community. In addition to the primary logo update, several sub-brands were updated, and I developed a 50+ page brand guide.
Tournament Logos
Over the years, I created dozens of logos for various Cal South tournaments and leagues, developing distinctive identities that balanced individual personality with the broader Cal South brand system.
I have also created multiple state-level tournament and league logos for both the Nevada Youth Soccer Association and the Arizona Soccer Association.
