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

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.