As Creative Director for the Portland Timbers, my focus was on evolving the club’s brand in a way that honoured its rich history while giving the work a sharper sense of craft and grit.

We reimagined the seasonal creative direction to feel more rooted — something with texture, honesty and a stronger connection to the culture of the club and its supporters. From in-stadium graphics to digital content, social media and AppleTV integrations, every touchpoint was treated as an opportunity to reflect the spirit of the city and the pride of the fans.

We looked closely at the club’s past and built from that foundation — not with nostalgia, but with respect. The result was a visual system that felt both grounded and elevated, striking a balance between tradition and contemporary relevance.

It was a chance to bring a more crafted, story-led approach to football branding, and to create work that felt lived-in and real, rather than overly polished or commercial.