Richmond Ivy Brand Identity

The Richmond Kickers were set to field a new women’s soccer team in the USL W League in 2024.
The club wanted to create a new brand identity separate from the already established men’s team.

But before we could design anything — we had to name the club.

I lead the Kickers front office through a series of brand workshops that helped us identify the thematic ideas, the club’s core values and brand voice. I then concepted over 200+ team names.

With the help of community leader focus groups, we identified the Richmond Ivy as the best name, that both meaningfully connected the club and city and captured the aspirations for our club and players to climb ever higher.

Kit Design

The club’s most visible brand asset (beyond the crest) is the jersey they wear on the field. 

The kit design process is another creative sprint that begins with research, sketches and finalizes with vector artwork, sampling and final production.

Kit Launch Photography

I produced and art directed this lifestyle photography photo shoot to drive traffic from the club’s social channels to their online store, create earned media and highlight the kit details.

Results

• The club sold out its inaugural match with over 6,000 fans and averaged over 4,800 per match.
• The Ivy sold out the Made of Many primary kit and sold ~100k in merchandise sales.
• The Richmond Ivy crest was voted Best New Crest in USL W for 2024.