A collage of Kansas City Sporting soccer team themed graphics including stadiums, checkered flags, flames, beer, and slogans like 'give em Blue Hell,' 'Raise Hell,' and 'Incoming Hell Storm.'

2025 SKC Embellishments

CAMPAIGN & ILLUSTRATION

Challenge

This campaign aims to revitalize the Sporting KC brand for the 2025 season by bridging the gap between a completely new roster and the club's loyal fanbase. This initiative focuses on establishing a new era for the team and strengthening connections with supporters.

Approach

The approach drew inspiration from the high-energy culture of American college athletics to develop a tiered creative library that resonates across diverse demographics. By integrating "embellishments" and visual "easter eggs" common in collegiate athletic design, the visual identity added layers of storytelling to the content, bridging the gap between professional MLS branding and the raw intensity of campus sports.

*These embellishments led to developing into Sporting Kansas City’s official branding

Two black and blue baseball caps with a white logo placed on a grass field, with a stadium blurred in the background.
Kansas City Sporting Kansas City soccer team banner with 2025 and a map of Missouri.
Mascot in a dog costume giving a thumbs up at a sporting event with a blue and white banner in the background that says 'One Kansas City.'
Large outdoor billboard featuring the outline of the state of North Carolina with a heart over the Piedmont region, on a modern building against a clear blue sky.
Set of 20 badges with various phrases, icons, and graphics related to Blue Hell, racing, and basketball, all in blue, black, and white colors.

These were all inspired by the several cultural references to Kansas City and Sporting Kansas City. Looking at different levels of low, middle, and high, depending on the target audience we were telling the content to.

Embellishment Elements

Building on the embellishment elements, these were elevated into stamps featuring chants from SKC’s fan base, called “The Cauldron,” also known as “The Blue Hell.”

A collage of multiple sports team logos and text, including references to soccer, blue hell, and the Seattle Sounders, with a predominantly blue and white color scheme.
Cartoon illustration of a smiling blue devil with horns and a pointy tail, sitting inside a black and gray baking dish.

In the college sports sphere, looking for inspiration led to many mascot designs. So this led to the creation of “Azulito,” which means “little blue.” This character embodies the energy and character of our fanbase, the Blue Hell.

Introducing Azulito

Array of cartoon devil characters in different poses and expressions, with some appearing to hide behind rocks and one lying on the ground. The devils are blue and black with small horns, tails, and pitchforks, set against a light blue background.
A stylized cartoon face with a mischievous smile, paying homage to the classic 'Wiz' shield, with text explaining its symbolism and connection to the club's roots since 1996.
A graphic showing a pitchfork shape derived from the SKC crest shield shape, with a text note about the shape.
A large crowd of sports fans in stadium, many waving flags and wearing team colors, cheering and celebrating.
A soccer player in a light blue jersey with the number 10 on the back, standing on a field in front of a crowd.
Close-up of a person wearing a black T-shirt with 'skc' logo on the chest, standing outdoors with hands in their pockets.
Close-up of a blue-themed soda can with sports-themed graphics and text, and a matching rectangular cardboard holder next to it, both on a dark blue background.

The Team Behind the Creative

Creative Director: Nate Saathoff

Lead Designer: Sayler Rivas

Photo Team: Alex Lorenzo, Jessi Carpenter, Kyleigh Rowe, Max Paxton, Sayler Rivas