Founded in 2021 and beginning play in 2022, the San Diego Wave Fútbol Club is San Diego’s premier professional women's football club competing in the National Womens Soccer League (NWSL). Working under Benjamin Aziz of Marcy Avenue and the creative direction of Matthew Wolff, I helped develop the new club’s brand identity including the primary crest, wordmarks, and custom type system.
With the opportunity to help establish a brand whose reach went beyond the pitch, our challenge was to capture the vibrant energy of the region, embody the spirit of San Diego, and deliver a unique, authentic, and versatile brand system.
From the official press release: "The crest, encased in a shield, is a symbol of strength, for the city and team, to proudly stand behind. A powerful wave, cresting in the rich blues of the Pacific Ocean, sits front and center as the iconic mark of Wave FC. And under the proud banner of the city’s name, are the vivid colors of the horizon, celebrating the beauty, fun, and vibrant culture of the city and its people."
The identity was unveiled in early 2022, ahead of the club’s inaugural season. In September of the same year, the club shattered the NWSL's single-game attendance record with 32,000 fans coming out for the regular season match vs Angel City FC. Making waves!
“We are thrilled to unveil our colors and crest that have been inspired by San Diego’s beauty, its culture, and the sheer power of the Pacific Ocean.”
(cont.) “We are confident that our players and fans near and far will enjoy wearing our crest and colors while proudly representing and supporting San Diego Wave Fútbol Club.”
— Jill Ellis San Diego Wave FC, Club President