What if there was a rivalry like the Bears vs. the Packers… but in Major League Soccer?
As a big MLS fan and a Chicago Bears fan, I couldn’t help but imagine what a Midwest rivalry could look like in Major League Soccer by creating a hypothetical Green Bay expansion team. Inspired by the Green Bay Packers community, this project builds a brand identity rooted in heritage, regional pride, and soccer culture.
Adidas & MLS patches
Home Green Kit
New Glarus Brewing Company Sponsor
(brewed only in Wisconsin)
SOCIAL MEDIA IDENTITY.
The social media identity for the Green Bay Iron Stars is built around community pride and regional authenticity, with a strong emphasis on highlighting homegrown talent as the club's heart. Player announcements, especially homegrown signings, are treated as celebratory moments, using bold, condensed typography to create impact and a sense of importance. This is paired with a vintage-inspired visual style—featuring textured backgrounds, layered photo frames, and archival layouts—to reflect Green Bay’s deep-rooted sports culture and history. The overall aesthetic balances nostalgia with modern design, creating a cohesive feed that feels authentic to the region while still aligning with the expectations of contemporary sports content on Instagram.
MERCH.
Taking a cue from global soccer culture, where the scarf is the ultimate symbol of loyalty and a highly sought-after collectible. In a city like Green Bay, where "Frozen Tundra" weather is part of the identity, a heavyweight knit scarf is a natural staple. This piece allows the brand’s bold, circular badge to act as a focal point, turning a functional winter accessory into a "portable banner" for fans.
FUN STUFF.
Designed to feel like it belongs on the sidelines, this badge represents my role as a hypothetical graphic designer in the world of soccer, grounded by a turf background that ties everything back to the pitch!
One of the most rewarding challenges throughout the Green Bay Iron Stars project was creating a brand identity that felt authentic to the city itself. To develop a system that made sense visually and conceptually, I researched Green Bay’s history, culture, landmarks, and community identity. From the railroad-inspired badge design to the use of the city’s recognizable green and yellow color palette, every decision was intentional. This project also pushed my vector illustration skills further than ever before, requiring precision, patience, and experimentation to create a cohesive mark that could successfully translate across multiple applications.
Throughout the process, I learned how to build a stronger visual identity system and how branding extends beyond just a logo. I explored typography pairings, merchandise applications, and environmental storytelling to create a brand that felt lived-in and believable. Experimenting with mockups became one of the most enjoyable parts of the project, allowing me to visualize the identity across apparel, scarves, and promotional materials in a realistic way. As a passion project, Green Bay Iron Stars gave me the freedom to combine research, illustration, and sports culture into something that felt both creatively challenging and personally fulfilling.