Brand identity
Ten years since its founding, New York City FC asked itself what it would take to reach the upper echelons of MLS clubs and New York City teams. An ambitious plan that included a new soccer stadium in Queens and significant investment in player development was in the works. But to continue building a devoted base of hardcore fans while inspiring new ones to join would mean reframing what the club stood for beyond the game. Any team that seeks to stake its claim to NYC needs to live up to the city’s colossal character. Our approach was to develop a visual and verbal identity that embodied the relentless hustle and eclectic spirit of the city.
Gretel: Ryan Moore, Justin Au, Dylan Mulvaney, Andrea Trabucco-Campos, Etienne Murphy, Alaijah Hampton, John Choi, Hayato Yamane, Ian Beckman Reagan, Kasia Galla, Murad Assaf, Ian Chen
Frere-Jones Type: Tobias Frere-Jones, Nina Stössinger, Christine Bateup
New York City FC: Lauren Scrima, Milo Kowalski, Kylie Woyat, Nuria Tarré, James Wilkins