serena vall
Business Context & Scope
The Challenge
Modernizing a local sports institution requires breaking away from traditional, outdated club aesthetics.
The objective for Serena Vall was to build a distinctive, high-end brand identity that blends community roots with contemporary streetwear culture, creating an attractive proposition for both fans and corporate sponsors.
Strategic Brand Architecture
Engineering the Club's Identity
I developed a comprehensive brand system rooted in minimalist, clean design principles.
Moving beyond a simple crest redesign, I structured a complete visual ecosystem—including typography selection, color coding, and graphic assets—designed to scale across digital media, stadium signage, and physical merchandise.
Streetwear-Inspired Kit Design & Physical Handoff
Productizing Team Apparel
Team kits are a club’s most visible product. I led the design and technical specification of custom streetwear-inspired team jerseys and training wear.
By defining precise vector files, fabric standards, and sublimation guidelines, I ensured a flawless technical handoff to apparel manufacturers, guaranteeing premium retail-quality merchandise.
Operational Roadmap & Sponsorship Workflows
Commercial Architecture & Execution
A sustainable club needs a clear financial model. I architected the operational go-to-market roadmap and designed structured sponsorship proposal decks.
By aligning the club’s visual appeal with professional partnership tiers, I created a repeatable framework to pitch investors and secure local commercial backing.
The Handoff (Deliverables & Impact)
Project Outcomes
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Complete Brand Identity:
Modern crest, typography guidelines, and visual assets for digital and physical channels. -
Custom Apparel Line:
Streetwear-inspired match kits and training apparel ready for production. -
Commercial Collateral:
Structured sponsorship proposal frameworks and partnership tiers. -
Operational Blueprint:
A scalable brand and business roadmap tailored for community sports growth.