Creative Branding Agency
new york 212 FC
2023
Empowering Tomorrow's Players

NY212FC is building the future of football. A born and raised New Yorker, the club’s name pays homage to its roots and 212 area code. At the precipice of innovation, NY212FC sets out to revolutionise the future of football by utilising the latest technology to enhance performance – using key data to develop players and redefining fan engagement through collaborative community building.

The club’s innovative vision faced one challenge: they needed to extend their influence far beyond the streets of suburban New York to reach a global audience. Enter stage right: DUTCH DESIGN AGENCY. Our creative team got to work recreating the club’s identity and bringing their branding to life. The rebranding of NY212FC included a new name, digital strategy, and enhanced visual identity that highlighted the club’s dynamic approach to harnessing cutting-edge technology to create the future of football.

The result was a fresh new take that mirrored the club’s dynamism. A sleek pixel-based logo embodies the club’s dedication to technological innovation. Its tiered layering elicits images of building blocks – speaking to the club’s relentless pursuit of development and continued training of its members. Black, white and lime green evoke a vibrant yet refined feel: black and white speak to the colour of the soccer ball itself while bright green reflects the very field on which wins are celebrated.

Strategy
Naming
Branding
Digital
Motion Design

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