Innovating brand identity
Through market research, audience insights, and brand development, I created a complete identity system that positions CityKick as a simple, energetic, and community driven solution for players who want to organize games effortlessly.
Release date
Nov 29, 2025
Location
Vancouver
Client
CityKick-School Project
Category
Visual design
01. The Challenge
Organizing casual soccer matches is often messy. Players deal with scattered messaging, unclear availability, last minute changes, and no central platform that connects teams, fields, and schedules. The challenge was to understand the real pain points and build a clear strategic foundation for a new, modern sports brand.
02. The Solution
Through research on player behavior, competition, and market gaps, I shaped CityKick’s identity as a fast, friendly, and action focused brand. I created a complete brand guideline that includes brand values, personality, color system, typography, tone of voice, and visual direction. The goal was to build a brand that feels energetic, trustworthy, and easy to recognize.
03. The Result
The final guideline established a strong brand that supports CityKick’s purpose: helping players organize games with confidence and speed. The identity system created visual consistency, a clear message, and a strategic direction that can be carried into app design and future marketing.
