2020
Rebranding a youth soccer club: from outdated to outstanding.
In Pittsburgh’s youth soccer scene, many clubs focus so much on on-field performance that their branding is often neglected, causing them to blend together. Arsenal FC of Pittsburgh found itself in this situation, with its identity and crest left unchanged for nearly two decades, failing to resonate with current members or intrigue new ones.
To stand out in a crowded market, Arsenal needed to reinvent itself. The club sought to refresh its brand, starting with modernizing its outdated crest and building a new online presence to better engage its community and attract new families.
Copy
Web
Design
Brand
Strategy
In Pittsburgh, many youth soccer clubs tend to focus exclusively on their on-field performance, leaving their branding as an afterthought. As a result, most local clubs feel nearly indistinguishable from one another. Arsenal FC of Pittsburgh, founded in 2001, had followed a similar path, with its crest and overall brand untouched for nearly two decades.
When I began working with the club, I saw a clear opportunity to help Arsenal stand out in this crowded landscape. The pandemic’s pause in youth sports presented an ideal moment for the club to reimagine its identity.
The first major step was to update the outdated badge. The original crest featured imagery whose meaning had been lost over the years, no longer resonating with the club or its community. I sat down with the club leaders and dove deep into the history behind the club’s name and its values. Together, we revisited the essence of Arsenal—what it stood for in 2001 and what it represents today. This collaborative effort resulted in a new badge where every element was intentional and meaningful, blending the club's heritage with a more modern look.
Next, I tackled the website. Starting fresh with WordPress, I wanted the site to serve two primary purposes: to keep current members informed and engaged, and to showcase the club’s unique value to potential new families. The new badge is featured consistently across the site, reinforcing the club's identity, while bold photography and confident messaging help tell the story of what Arsenal stands for today.
The homepage was designed to act as a narrative, highlighting Arsenal’s three core pillars—player, team, and club. It guides visitors through the club’s story, using clear calls-to-action that invite exploration and encourage prospective members to join.
With its user experience in mind, I simplified the process of signing up for programs. Since the target audience is made up of busy families, I ensured the site was mobile-friendly, accessible, and easy to navigate, lowering barriers to entry.
The results? Since the relaunch, Arsenal’s website has seen steady increases in both traffic and user engagement. More importantly, the club’s external programs have grown significantly in participation, marking a clear impact on the club’s visibility and growth.
In Pittsburgh, many youth soccer clubs tend to focus exclusively on their on-field performance, leaving their branding as an afterthought. As a result, most local clubs feel nearly indistinguishable from one another. Arsenal FC of Pittsburgh, founded in 2001, had followed a similar path, with its crest and overall brand untouched for nearly two decades.
When I began working with the club, I saw a clear opportunity to help Arsenal stand out in this crowded landscape. The pandemic’s pause in youth sports presented an ideal moment for the club to reimagine its identity.
The first major step was to update the outdated badge. The original crest featured imagery whose meaning had been lost over the years, no longer resonating with the club or its community. I sat down with the club leaders and dove deep into the history behind the club’s name and its values. Together, we revisited the essence of Arsenal—what it stood for in 2001 and what it represents today. This collaborative effort resulted in a new badge where every element was intentional and meaningful, blending the club's heritage with a more modern look.
Next, I tackled the website. Starting fresh with WordPress, I wanted the site to serve two primary purposes: to keep current members informed and engaged, and to showcase the club’s unique value to potential new families. The new badge is featured consistently across the site, reinforcing the club's identity, while bold photography and confident messaging help tell the story of what Arsenal stands for today.
The homepage was designed to act as a narrative, highlighting Arsenal’s three core pillars—player, team, and club. It guides visitors through the club’s story, using clear calls-to-action that invite exploration and encourage prospective members to join.
With its user experience in mind, I simplified the process of signing up for programs. Since the target audience is made up of busy families, I ensured the site was mobile-friendly, accessible, and easy to navigate, lowering barriers to entry.
The results? Since the relaunch, Arsenal’s website has seen steady increases in both traffic and user engagement. More importantly, the club’s external programs have grown significantly in participation, marking a clear impact on the club’s visibility and growth.