FIFA World Cup 2022

In 2022, I was asked to create the visual identity for our Sounders players taking part in the FIFA World Cup in Qatar. With four of our guys representing their countries on the biggest stage in football, our job as a club was to follow their journey and bring that experience home to fans in Seattle. This identity carried across social graphics, fan merchandise, live-event production, and a custom photoshoot with the players before they headed to Qatar.

CLIENT

Seattle Sounders

ROLE

Senior Designer

YEAR

2022

TYPE

Campaign

Strategic Approach

🎯 OBJECTIVE

Create a campaign that broke away from our evergreen visual identity while celebrating our players’ World Cup journeys. The system needed to feel fresh but still connected to the club—and be scalable across all channels and formats.

⚡CHALLENGE

Finding a visual approach that worked through the lens of the club but still tied into the energy of an international competition. On top of that, we needed to step outside the familiar look our fans are used to without losing the sense of who we are.

🚀 APPROACH

Representing your country at a World Cup is one of the biggest honors a player can experience, and I wanted the visuals to reflect that sense of pride. I leaned into the emotion of flags, identity, and roots—building a visual package that carried that pride intentionally and clearly through every graphic.

A male soccer player wearing a yellow Cameroon national team jersey with the number 11, standing against a red background.
Man wearing a white USA soccer jersey with red, white, and blue accents, standing against a red background.
A man with a beard and tattoos on his arms standing with arms crossed wearing a blue USA soccer jersey against a red background.
A man with dark hair and a beard, wearing a USA soccer jersey, is shouting or cheering with his mouth wide open against a red background.
A man in a blue USA soccer jersey with the number 13 pointing towards the camera, standing against a red background.
A smiling man wearing a yellow Cameroon national soccer team jersey with the number 11, standing against a red background.
Man wearing USA athletic jersey and jacket with American flag design, standing against red background.
Portrait of a man in a yellow Cameroon national football team jersey pointing towards the camera, standing against a red background.
A man wearing a white sports jersey with USA emblem and the number 13, standing against a red background.
A man wearing a white USA soccer jersey with the number 13 and a USA emblem, standing against a red background.
A man in a blue sports jersey standing with arms crossed against a red background.
A smiling man wearing a Cameroon national football team jersey with the number 11, standing against a red background.

Design Assets

SEA2026 & Sounders FC crest were already created.

Various black and white logos and texts, including a message that says "One Nation One Team," the Seattle Sounders FC crest, a circular text "In Qatar Sounders in," the SEA 2026 logo, the abbreviation "SFC," the abbreviation "WC," and a globe outline
Digital posters for a soccer match between Jordan Morris and an opposing player, featuring images of the players, dates, and match details.
Poster for a USA men's national soccer team match against England during the 2022 World Cup. The match is on November 25 at 11:00 AM PST, at the group stage, Group B, Match 2 of 3. The poster features a photo of a soccer player in a blue jersey with
World Cup 2022 tournament schedule with group stage and knockout stages details on a black background, featuring groups with country names and knockout match dates.
Portrait of a man smiling, wearing a yellow Cameroon soccer jersey with the number 11, all set against a red background.

Merchandise Design

Promotion poster for the FIFA World Cup 2026 in Seattle, Washington, featuring a stylized space needle with red, white, and blue colors, and text emphasizing unity for the event.
White T-shirt with bold black text "Seattle Sounders FC" on the back, underneath a graphic of a rainbow-colored spotlight beam with the words "One Nation One Team" in the middle, and smaller text and logos below.

Watch Parties

The Armory at Seattle Center

A group of people, including children and adults, walking through an indoor entrance, with the young boy in front holding a sign that reads 'Seattle Sounders FC' with a colorful design.
A promotional sign for a sporting event or celebration in Emerald City, featuring the Seattle Sounders FC logo, with a Christmas tree decorated with ornaments and a toy cannon nearby.
A young man in a black Adidas jacket organizing on a table that has stacks of white tote bags printed with an event logo, with Christmas trees and colorful lights in the background.
Three soccer fans smiling and holding signs that say 'Seattle Sounders FC' in a dimly lit indoor venue decorated for the FIFA World Cup 2022. The fans are wearing team scarves and shirts, with a large screen displaying a soccer game in the background
A man wearing a black cap backwards, clear glasses, a white jacket, and a scarf, speaking or singing into a microphone at an event with banners and microphones in the background.
Stage with large screen displaying logo and text 'World's Game. Emerald City.' at an event, with two performers or speakers on stage, decorated with Christmas trees and banners.
Two people at a table with white Seattle Sounders FC T-shirts, a young girl is smiling and talking to them, in a festive, indoor setting with decorated Christmas trees in the background.
Four young men sitting together at an indoor event, dressed in patriotic and sports fan attire, holding small American flags and a Seattle Sounders FC banner, with a large decorated Christmas tree in the background and colorful lights hanging from th
A man wearing a green baseball cap, glasses, and a red hoodie under a black jacket is standing at a table with white t-shirts, folding one. The background is decorated for Christmas with colorful lights and ornaments, and other people are present in
A group of four people, including two children and two adults, sitting in an indoor venue, holding flags with 'Seattle Sounders FC' and 'Major League Soccer' logos. They are smiling, with decorated face paint and some wearing American flags. The back
A crowded indoor venue with a sign displaying FIFA World Cup Qatar 2022, dates November 20 to December 18, 2022. There are people in the foreground, some wearing winter clothing, and a decorated Christmas tree is visible in the background.
A man wearing glasses and a red sweatshirt exchanges a white t-shirt with a logo on it with someone off-camera. The scene appears to be at an indoor event with festive decorations, including string lights and a blue banner with white writing.
A person taking a photo of a sign promoting the 2026 World Cup in Emerald City with a smartphone. The sign has bold text and a QR code, mentioning a chance to win signed jerseys and tickets.
Seattle Sounders FC promotional flyer or magazine cover with the Seattle Space Needle and team logo, celebrating one team.
Back of a person wearing a white jacket with 'Seattle Sounders FC' text and a circular logo that says 'One Passion,' attending a sports event.

Impact, Insights & Contributors

📈 RESULTS

The internal feedback on the campaign was really positive. The creative suite ended up being highly scalable, and having our own photoshoot before the World Cup made a huge difference—it gave us full control over the look and tone, which elevated the overall execution and reduced our dependency on external assets.

Our Sounders-hosted Watch Parties were a hit. Even in cold, snowy weather, fans showed up, engaged with the experience, and reacted really well to the merch pieces like the shirts and rally towels. The giveaways at the final event closed everything out on a strong note.

💡 KEY LEARNINGS

Even though this was an international competition and we weren’t directly involved on the pitch, it pushed us to think differently about how we create content that feels connected and celebratory—not just informational.

For me personally, it was a great chance to sharpen how I communicate ideas clearly and how I delegate and collaborate with other creatives to build on an initial concept. It reinforced the value of trusting the team and shaping a vision together.

🤝 TEAM

Sara Molina // Creative Director

Ethan Wong // Live Ex Graphics // @ewongdesigns

Connor Pickett // Player Photoshoot // @connorpickett

🎨 MY CONTRIBUTIONS

I led the visual direction for the campaign, from building the core concept to directing the photoshoot that anchored the look and feel. I developed the full creative suite used across channels and designed all giveaway artwork that supported the fan experience.

UCF Space Uniform

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