San Diego Football Club
Brand & Merchandise Manuals
I was engaged by San Diego FC in 2024 to revisit and refine the club’s brand and merchandising manuals following its first nine months of public rollout and ahead of the 2025 inaugural season. The objective was not to redesign the brand, but to strengthen governance, clarify standards, and reduce friction across internal teams and licensed partners as visibility and volume increased.
Working closely with both the brand and merchandise departments, I helped build consensus around where standards needed to be clarified, expanded, or revised based on real-world use. This included addressing gaps in the original guidelines, resolving inconsistencies that had emerged across applications, and restructuring areas of the system that were creating operational tension between departments.
The updated manuals established clearer rules for brand consistency and ubiquity, improved alignment with licensed merchandise partners, and defined explicit procedures for when brand management approval is required to deviate from the system. The result was a more durable, usable framework designed to support scale, speed, and consistency across a high-visibility professional sports organization.
Selected Works
©Jordan Stark
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