A friend was launching SF’s first competitive foam dodgeball league and needed a visual identity that could do a few things at once: look legitimate enough to attract serious players, be approachable enough for people who hadn’t played since middle school, and be simple enough that he could run it himself without a design background.

Working from an existing logo mark, I built out the full visual system around it. The palette is navy and rust — athletic without being generic, warm enough to not feel corporate. Typography is condensed all-caps throughout, which keeps the hierarchy clean and gives everything a light retro-sports feel without committing to the bit.

I built the initial asset set in Illustrator — logo, lockups, and a suite of Instagram templates covering league announcements, venue info, and open gym schedules. Once the system was settled, I rebuilt the templates in Canva so he could update dates, add sessions, and post without touching a design file.

Tools

Adobe Illustrator • Canva

Artifacts