
CHICAGO FIRE FC
A CREST FOR ALL
CHICAGO REBRAND
Conducting the most open and transparent rebrand in professional sports history

CHICAGO FIRE FC
A CREST FOR ALL
CHICAGO REBRAND
Conducting the most open and transparent rebrand in professional sports history

CHICAGO FIRE FC
A CREST FOR ALL
CHICAGO REBRAND
Conducting the most open and transparent rebrand in professional sports history
Following a problematic rebrand in 2019, Chicago Fire FC found itself needing to redo their rebrand with very little time to prepare. We were provided the opportunity to design an entirely new approach and outlined a clear guiding objective - execute the most open and transparent rebrand in pro sports history.


Dubbed “A Crest for All Chicago,” the project started with an open-to-all survey, and was followed by dozens of focus groups, 1-on-1 interviews, and consistent public updates on progress. Designed by football crest specialist Matthew Wolff, the new identity was lauded by fans, supporters, and the soccer public at large.


Following a problematic rebrand in 2019, Chicago Fire FC found itself needing to redo their rebrand with very little time to prepare. We were provided the opportunity to design an entirely new approach and outlined a clear guiding objective - execute the most open and transparent rebrand in pro sports history.

Dubbed “A Crest for All Chicago,” the project started with an open-to-all survey, and was followed by dozens of focus groups, 1-on-1 interviews, and consistent public updates on progress. Designed by football crest specialist Matthew Wolff, the new identity was lauded by fans, supporters, and the soccer public at large.




AWARDS
2022 Hashtag Sports Awards:
Best Use of Fan-generated Content Winner
2022 Hashtag Sports Awards:
Best Use of Graphics or Animation Finalist
2022 Shorty Awards:
Brand Redesign Finalist
2022 Shorty Awards:
Branded Content Finalist
2022 Shorty Awards:
Short Form Video Finalist

AWARDS
2022 Hashtag Sports Awards:
Best Use of Fan-generated Content Winner
2022 Hashtag Sports Awards:
Best Use of Graphics or Animation Finalist
2022 Shorty Awards:
Brand Redesign Finalist
2022 Shorty Awards:
Branded Content Finalist
2022 Shorty Awards:
Short Form Video Finalist









MORE OF OUR WORK
MORE OF OUR WORK
REACH OUT ANYTIME. NO EXPECTATIONS.
We simply love meeting new people and talking shop.

REACH OUT ANYTIME. NO EXPECTATIONS.
We simply love meeting new people and talking shop.
REACH OUT ANYTIME. NO EXPECTATIONS.
We simply love meeting new people and talking shop.
