SD Loyal: Bringing San Diego soccer to life
LAUNCHING A BRAND AND BUILDING A COMMUNITY
As the United Soccer League's first San Diego chapter, SD Loyal Soccer Club tasked Red Door with developing an identity that would resonate with San Diego's culture and people.
Our task was to create a visual system that could help spread awareness of the brand new soccer club. But in a city that's been through a lot of ups and downs in the professional sports category, we also needed to help build trust and demonstrate a fierce allegiance to San Diego.
As we began developing SD Loyal's visual identity, a key part in our approach was listening to the San Diego community, and then taking stock of all the inputs and considerations to generate excitement and build authenticity.
CREATING THE BRAND IDENTITY
The club crest design included natural shades of San Diego as a color palette, a unique "SD" mark, and a subtle nod to the Spanish architecture prevalent throughout our neighborhoods, as a sense of place and rootedness.
BUILDING A SOCCER COMMUNITY
To further support the launch campaign, we also designed SD Loyal's brand guidelines, uniform design, social media assets, merchandise, and various other branded elements to get fans excited for the fast-approaching soccer season.
SPREADING CITY PRIDE
The SD Loyal launch video helped generate hype as fans saw people in their community come together around a club that truly felt representative of our unique San Diegan culture (video by Paradeigm).
"THERE WAS A LOT WE NEEDED TO ACCOMPLISH AND WERE OVERWHELMED WITH TRYING TO FIGURE OUT HOW TO GET IT DONE. WITH RED DOOR’S PARTNERSHIP WE EXCEEDED EVERYONE’S EXPECTATIONS."