BROADENING A TEAM'S HORIZONS
Creating and re-creating a team identity over the years and obstacles
Broad City
OVERVIEW
I designed the logo and apparel of a womxn's ultimate frisbee team for multiple seasons and causes. I also served as a founding member and captain in our flagship year.
TOOLS
Adobe Illustrator, Photoshop, Premier Pro
SKILLS
Graphic design; video production/editing; social media management; leadership
DELIVERABLES
Logo creation; product design of jerseys, shorts, hoodies, patches and other apparel; digital graphics for social media; video production/editing
CHALLENGE: IDENTIFY
A newly-created Philadelphia women's team, Broad City, needed a logo, jerseys, and other assets to identify the team within the larger ultimate community.
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EXECUTION​​
I designed the logo using the O in 'broad' and the T in 'city' to make the female symbol. This design choice embodies the team's mission to build women's ultimate through competition, mentorship, and community. Additionally, I produced a video showcasing each teammate (with animation assistance from a fellow teammate).
CHALLENGE: REFRESH
In 2019, I decided to revisit the jersey logo design.
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EXECUTION​​
I pitched that we echo the "Wonder Woman" logo (with wings, rings, and stars) while keeping our signature female symbol intact. I created the two-tone logo and the design was ecstatically welcomed by the ultimate frisbee community.
CHALLENGE: EMBRACE
I wanted to make a logo that was more inclusive to honor the Broad City athletes, attendees at our clinics, and members of our greater community that may not feel a connection with the binary female symbol.
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EXECUTION​​
I redesigned our logos to create 3 more inclusive versions. Between them, I changed the female symbol into the trans symbol and incorporated the symbolism of the Progress Pride Flag (https://lnkd.in/e6uk2pQ). This fundraiser was massively successful.
​RESULTS
The Broad City identity has become a recognizable part of the Philadelphia ultimate community, carrying forth the mission and spirit of the team we created.
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Because the 2020 season was cancelled, I launched the new inclusive products as a fundraiser with 100% of profits donated between two trans-focused organizations: Trans Lifeline and Philadelphia's Morris House. The items raised over $600.
