Blue Devils FC

Brand & Creative Direction — Full Club Visual Ecosystem & Campaign Leadership

Overview

Blue Devils FC is one of Canada’s leading soccer development academies, building a complete player pathway from early childhood through League1 Ontario and beyond. The club’s mission is to empower young athletes to pursue their dreams — from grassroots development to collegiate, professional, and national team opportunities.

I led the visual direction and brand expression across the organization’s many programs, campaigns, and environments, shaping how the club showed up to athletes, families, sponsors, and the wider community.

This was not a single campaign — but an ongoing brand leadership role across digital, physical, and event experiences.

My Role

Brand & Creative Direction across all club divisions and initiatives

I was responsible for developing and maintaining a cohesive visual identity across multiple sub-brands, seasonal campaigns, and real-world environments, ensuring the club’s mission and professionalism were consistently reflected at every touchpoint.

Scope of Work

Brand System & Sub-Brands

• Visual direction for club identity applications
• Logos and branding for program divisions:
– Summer Camps
– Excel Development Programs
– Futsal Programs
• Foundation and community initiative branding

Digital Presence

• Full website design and structure for Blue Devils FC
• Ongoing social media art direction and campaign visuals
• League1 Ontario season content and promotional graphics

Campaign Direction

• Creative direction for seasonal and league campaigns
• Social content systems for game days and announcements
• Community initiatives such as Cleats for Kids donation drives

Environmental & Event Design

• Field barrier signage and game-day branding
• Canopy tent design
• Event banners and sponsorship displays
• Tournament and match-day visual environments

Print & Physical Experience

• Academy kit packaging box design
• Promotional materials for programs and events
• Foundation fundraising visuals

Photography & Visual Storytelling

• Art direction and on-site coordination for game-day photoshoots
• Visual storytelling to capture athlete development and club culture

Extended Collaboration

Following the club’s merger with Oakville Soccer Club in late 2024, I continued working with leadership on a personal brand website for a rising athlete pursuing a professional football career — extending the visual storytelling from club identity into individual player branding.

Impact

My work helped unify the visual presence of a multi-layered sports organization, elevating its professionalism, strengthening community engagement, and supporting both athlete recruitment and sponsor visibility through a cohesive, mission-driven brand system.

🖼 Visual Sections to Show

1️⃣ Main Club Brand System
Logos, typography, color system in use

2️⃣ Program Sub-Brands
Summer Camps, Excel, Futsal identities

3️⃣ Website Design
Key pages, structure, mobile views

4️⃣ League1 Campaign Visuals
Matchday posts, announcements, season graphics

5️⃣ Community Initiatives
Cleats for Kids campaign materials

6️⃣ Environmental Graphics
Field signage, canopies, banners

7️⃣ Print & Packaging
Academy kit boxes, printed materials

8️⃣ Photography Direction
Game-day imagery, athlete storytelling