Branding for a children’s soccer clinic: Junior Athletes
Role: Brand Designer, Motion Designer
Tools: Illustrator, After Effects, Figma
Deliverables: Refreshed Brand Identity System, Social Assets, Paid Social Ads, Motion Graphics
Branding design for a children’s soccer clinic that reflects the enthusiasm and energy of youth sports. The visual identity introduces playful colors and dynamic elements to complement the existing logo.
The design highlights the brand’s core values of teamwork, fun, and nurturing young athletes, creating a connection that resonates with both children and parents.
As part of a motion design course, I developed a showreel to bring the brand to life through animation. If you're interested in exploring the motion process in more depth, you can click the button below.
The Challenge
How can we create a visual identity for a kids’ soccer clinic that excites children and builds trust with parents, while standing out in a crowded NYC youth sports market?
Research
To better understand the landscape, I analyzed competitors including Cedar Stars, Asphalt Green, and Soccer Stars, with a focus on:
Visual tone and consistency
Content type and frequency on social media
Use of photography and type hierarchy
Key Findings
While visually clean, many competitors lacked a strong emotional or personal connection:
They leaned heavily on performance-driven messaging and used templated, often overly polished designs
There was a gap in emotionally-driven visuals that spoke directly to parents’ desire for safe, nurturing, and social environments
These insights revealed a valuable opportunity: to position Junior Athletes as a warm, community-oriented alternative, one that prioritized emotional storytelling, authenticity, and playfulness over corporate polish. I saw the potential to lean into real imagery, vibrant visuals, and messaging that highlighted joy, friendship, and development - values that resonate deeply with both parents and children.
Results
We launched a series of paid social ads across Instagram and Facebooks using the new visuals.
Impact:
Registrations quadrupled within two weeks of launch
Parents reported that the new brand “felt fun and trustworthy”
Staff found the templates easy to reuse, increasing speed and consistency of marketing
