Albany Lancers Branding Project
The Albany Lancers are a professional football club (American soccer) that is part of the Major League Soccer (MLS) professional league.
Client: Albany Lancers FC
My Role: Branding & Logo Designer
Tools Used: Adobe InDesign, Adobe Illustrator & Adobe Photoshop
Home Base: The AL are based in Albany, New York. Address: 1 Thurlow Terrace, Albany, NY 12203 | (518) 435-2623, (518) 43-LANCE
Leadership: Amanda Jones, CEO, President and Executive Director of Marketing, (702)437-9300, x-12; Amanda_Jones@albany_lancers_fc.com
Profile: The Albany Lancers are a professional football club (American soccer) that is part of the Major League Soccer (MLS) professional league. They are an expansion team, new to the Albany and Capital Region and first MLS club in the area. The franchise recently purchased a lot near historic Washington Park where they plan to build a stadium and traning facility. Their offices are headquartered in a small renovated office building that existed on that lot. They will play their home games at SUNY Albany while their permanent facility is being built.
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They need to establish a fan base in Albany and rapidly expand that to the Capital Region (Troy, Rensselear, Watervliet, Cohoes, and Schenectady). They need to sell PSL (personal seat licenses) as well as private/corporate boxes. They need to excite the public and continue to grow interest in professional soccer — particularly among families with children who play soccer.
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Make the Albany Lancers FC a household name in the Capital Region and a fan and family favorite.
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• Soccer, Sunderland AFC affiliate, Capital Region, Professional Soccer, Family Fun, Exciting, Passionate
Ideation
Implementation & Early designs
Final designs
Final Design
Alternative finals
Color swatches
Affiliates
I Chose:
• Navy Blue, Orange & White for contrast to create visual energy.
• I used bold type (Helvetica) to represent the structure & cohesive nature of the team.
• The lance imagery is symbolic of movement, and also feeds into the “energetic” narrative the brand is trying to convey.
Mockups
Prints
