The Challenge

South Bay needed more than a sports logo. They needed to unify families, athletes, and donors under a shared mission. The organization lacked a visual identity that communicated credibility, safety, and long-term community impact. They needed a brand bold enough for kids, serious enough for parents, and trustworthy enough for donors.

The Solution (The Concept)

I built a complete identity system grounded in three pillars.

Serve. Support. Strengthen.

The visual language merges the energy of youth sports with the structure of a professional athletic facility.

• A geometric crest symbolizing sport + the coastline

• A color system designed for visibility in busy environments

• Messaging that reframes the park as a mission, not just a field

• A print system built to support fundraising and stakeholder presentations

The result is a brand that feels credible, aspirational, and community-first.