Created, not inherited.
A unified league replacing the legacy frameworks of the US Club NPL and USYS National League.
Brand / Systems Architecture
I led the league’s end-to-end brand and platform build—from foundational identity to the systems that power it.
Platform design
Implemented the league’s CRM and data model to streamline registration, and club communication.
The drawing board.
The Process
Built to Unite. Designed to Endure.
Define the foundation
We clarified the league’s purpose, audience and long-term vision across the Carolinas. Through interviews and audits, we uncovered positioning opportunities and cultural nuances to shape the brand. This phase established a clear strategic north star rooted in unity, development and regional pride.
Shape the identity
We translated strategy into a distinct visual and verbal identity, including logo, typography, color and tone. Each element was designed to feel modern yet grounded in heritage. The system works cohesively across touchpoints, ensuring consistency and scalability.
Apply across experiences
We brought the identity to life across communications, social, team kits and digital platforms. This phase focused on usability, building templates and systems for consistent execution. The result is a seamless experience at every level of interaction.
Test, refine and luanch
We validated the brand through feedback and real-world use, refining for clarity and impact. Adjustments improved legibility, flexibility and resonance with the community. The final system is built to perform as the league grows.
The final mark
The Shield.
Paying homage to the past while securing the future
Inspiration
The league shield was inspired by the Buster Boyd Bridge, a physical landmark that connects North and South Carolina. Its structure informed the geometry of the mark, using strong lines and subtle symmetry to reflect both separation and unity. By grounding the identity in a real-world connection point, the crest carries a deeper meaning, symbolizing the league’s role in bringing two regions together under one shared standard.
The results
The full Brand Platform
Brand identity
The CPSL identity draws from historical and regional influences, blending heritage with a modern competitive edge. Visual cues reference the character of the Carolinas while establishing a distinct, unified presence for the league.
Design system
A flexible design system was created to accelerate growth and ensure consistency across every touchpoint. It can be adopted by individual clubs to quickly build their own branded destinations while staying aligned with the league.
Content management
Developed a custom visual editor using Claude Code on top of a Sanity and Supabase backend, with Replit supporting real-time communication. This setup allows teams to create and manage content easily without sacrificing structure or control.
Club and Player Portal
Using the shared design system and backend, I built a club and player portal focused on performance and visibility. It enables seamless statistical tracking, giving players and teams a clear view of development over time.