Represent, 2023

Role:

  • Led jersey ideation and strategy

  • Built creative brief for Nike and worked directly with an external jersey designer

  • Reviewed and approved digital strike-offs for final jersey design

  • Identified, briefed, and managed 11 local artists to design custom patches

  • Oversaw production timelines and ensured all deadlines were met

  • Developed and executed marketing strategy for both the jersey and patch program

  • Partnered with digital marketing and creative teams to review and approve all campaign assets

  • Ensured all jersey sponsor obligations were fulfilled by working closely with the partnerships team

  • Produced the full campaign—including 10 separate shoots—featuring artists, fans, and the local community

In our second season at Angel City FC, we set out to achieve two core goals: increase secondary jersey sales and deepen our community presence across Los Angeles. The Angeleno Patch Collection became the bridge between product and purpose—a creative campaign rooted in identity, connection, and culture.

We began with data. Partnering with our data analyst, we created a heat map highlighting underserved demographics across the city. These insights helped identify where to focus our efforts—but rather than base our creative around specific zip codes, we leaned into shared passions that reflect LA's layered spirit.

We commissioned 11 local artists—each representing a distinct cultural or lifestyle theme—to create collectible patches aligned with our fans' interests. The themes and collaborators included:

  • Foodies: Love Hour (Koreatown)

  • AANHPI Pride: East Wind Foundation

  • LGBTQIA+ Family: WeHo Soccer Club

  • Nature: Hike Clerb

  • Black Joy: Crenshaw Dairy Mart

  • Black Vision: Gabrielle Union + Leimert Park

  • Latinx Heritage: Rachel Gomez of Viva La Bonita

  • Indigenous Roots: Oaxacan language preservation organization

  • Music Culture: Cumbiatón

  • Surf Culture: Color the Water

  • Youth Creativity: Inner City Arts

I led the briefing process with each artist, shaping every design to authentically reflect the community it represented. These patches weren’t just add-ons; they became symbols of shared identity. The campaign strategy focused on amplifying that energy, from in-stadium activations to digital storytelling.

To bring it all together, we produced 10 shoots featuring the artists and collaborators, weaving the patch collection into the 2023 local jersey campaign. Activations rolled out all season long, each highlighting one artist or organization, supported by content we batch-produced during our main jersey shoot to create a sustained digital presence.