Milwaukee United Identity

Project Overview: In my Sports Design class, we were tasked with creating a complete brand identity for a new soccer team in Milwaukee, named Milwaukee United. I developed a comprehensive visual identity, including an emblem logo, wordmark logo, team uniforms, and merchandise.

Design Solution: The identity for Milwaukee United is inspired by Milwaukee's native Coneflower, a symbol of resilience, vitality, and growth. Drawing on this theme, I used a color palette of pink and blue to reflect the flower's essence while maintaining a dynamic sports aesthetic. The uniform design features a primary kit, secondary kit, and an alternate-themed kit to offer variety while maintaining the team's core identity.