Apex FC is a conceptual brand identity for a fictional football club based in Las Vegas. The project explores how contemporary football culture — where kits function as fashion statements as much as sportswear — can inform a bold, modern club identity.
The Challenge:
Many emerging football clubs rely on traditional visual language, limiting cultural relevance beyond the pitch. The challenge was to design an identity that could operate within sport while also existing credibly within streetwear and lifestyle culture.
Concept & Approach:
The identity is informed by new-age football clubs such as PSG, where fashion, culture, and sport intersect. This was combined with Las Vegas’ dual nature — spectacle and prestige balanced with risk, excess, and reinvention. References from streetwear branding, nightlife aesthetics, and contemporary kit design shaped a system that feels aspirational, wearable, and culturally fluent.
Process:
Research focused on football clubs treating kits as fashion objects, alongside streetwear brands that use typography as identity. Iterative typographic exploration tested scale, weight, and attitude, evolving into a flexible system built to perform across kits, apparel, digital content, and promotional graphics.
Outcome:
The final result is a typography-led brand system that positions Apex FC as a club driven by ambition, momentum, and cultural relevance. The identity balances controlled aggression with clarity, allowing it to function both on the pitch and within fashion-led, lifestyle contexts.
Logo Design: A typographic-led logo inspired by brands such as Palace, Corteiz, and Merky, blending street culture with sporting authority. The mark is designed to feel confident, assertive, and adaptable across digital and physical applications.
Logo Design: A typographic-led logo inspired by brands such as Palace, Corteiz, and Merky, blending street culture with sporting authority. The mark is designed to feel confident, assertive, and adaptable across digital and physical applications.
Social Media Mockup: Designed to showcase the club’s tone of voice and visual attitude across digital platforms. The system prioritises impact, rhythm, and immediacy — reflecting the pace and emotion of modern football culture.
Social Media Mockup: Designed to showcase the club’s tone of voice and visual attitude across digital platforms. The system prioritises impact, rhythm, and immediacy — reflecting the pace and emotion of modern football culture.
Match Kit Design / Mockup: Influenced by contemporary streetwear and new-wave football fashion. The designs balance expressive pattern work with disciplined typography to reinforce identity while remaining wearable and performance-led.
Match Kit Design / Mockup: Influenced by contemporary streetwear and new-wave football fashion. The designs balance expressive pattern work with disciplined typography to reinforce identity while remaining wearable and performance-led.
Shorts / Mockup: Complementary extension of the shirt, carrying forward the wave and typographic pattern to create cohesion across the full kit.
Shorts / Mockup: Complementary extension of the shirt, carrying forward the wave and typographic pattern to create cohesion across the full kit.
Animated GIF Lineup: Concept designed for social use. The motion language focuses on raw emotion and intensity — aiming to create a direct emotional connection between players and fans.
Animated GIF Lineup: Concept designed for social use. The motion language focuses on raw emotion and intensity — aiming to create a direct emotional connection between players and fans.
