2020
A youth soccer club goes from outdated to outstanding with a new logo and website.
Overview
Arsenal FC of Pittsburgh needed a fresh identity to stand out in Pittsburgh's competitive youth soccer scene.
Their outdated crest and online presence were failing to connect with current members or attract new families. I helped the club rebrand by modernizing their crest and creating a new website.
The result? A more engaging, accessible, and impactful brand that has led to increased website traffic and higher participation in the club's programs.
WordPress
Copy
Design
Strategy
Brand
Challenge
Project Background: Arsenal FC of Pittsburgh, founded in 2001, had relied on the same outdated branding for nearly two decades. Their identity, including their crest, was no longer resonating with the club’s community and failed to capture the attention of new families. With many youth soccer clubs in Pittsburgh following a similar approach—focusing primarily on on-field performance and neglecting branding—the club’s identity was blending in, not standing out.
Amid the disruption of the pandemic, the club saw an opportunity to refresh its brand. The goal was clear: modernize their identity and create an engaging online experience that would appeal to both current and prospective members. Budget-wise, the project needed to remain manageable while delivering a high-quality brand transformation.
The Problem: The crux of the issue was that the club's brand had become stagnant. The existing crest no longer reflected the club's values or its aspirations for the future. Additionally, the website was outdated, not optimized for mobile, and lacked the functionality to engage new visitors or encourage program sign-ups.
Goals and Objectives:
Modernize Arsenal FC’s branding, beginning with a new, meaningful club crest.
Build a mobile-friendly, accessible website that showcased the club's values and invited new families to join.
Increase traffic to the site, drive engagement, and ultimately boost participation in club programs.
Process and Insight
To understand the heart of Arsenal FC's identity, I conducted in-depth conversations with club leaders about the history and values that defined the club. This research helped me develop a modernized crest that honored the club's legacy while aligning with its forward-looking goals.
For the website, I recognized that the target audience was busy families, so the design needed to be user-friendly and streamlined. I started with a WordPress platform for flexibility and scalability, ensuring the site could grow with the club’s needs.
I designed the homepage to serve as a narrative—introducing Arsenal FC’s core values and guiding visitors to take action, whether that meant learning more about the club or signing up for programs.
The process also involved continuous feedback from the club, ensuring the final design accurately reflected their brand ethos and was easy for visitors to navigate.
Solution
The new Arsenal FC brand is a cohesive, modern identity that blends the club’s rich history with a forward-looking approach. The updated crest features elements that are meaningful to both the club and its community. Each aspect of the design is intentional, helping to reframe the club’s image and foster a deeper connection with members.
The new website reflects this fresh approach. The homepage tells the club’s story with bold visuals and confident messaging. The three core pillars—player, team, and club—are front and center, with clear calls-to-action that guide users through the site.
I focused on delivering a seamless user experience, ensuring the site is mobile-friendly and easy to navigate. Simplified registration processes make it easier for busy parents to get their children involved, reducing friction and encouraging program sign-ups.
Results
Since the relaunch, the impact has been clear:
The website has experienced steady increases in traffic, with more families visiting and engaging with the club’s content.
User engagement has improved, with more members actively participating in the club’s programs.
The modernized branding has enhanced Arsenal FC’s visibility and appeal, attracting new families and fostering a stronger connection with existing members.
This rebrand has not only elevated the club’s online presence but has also made a tangible impact on its growth and success.