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Infusing character and value into a new youth soccer club looking to leave its mark.
Tom Holmes initially came to Agodie to create a logo for his new Kansas City based youth soccer club, Hammers Academy FC, which was kicking off their inaugural season in 2024. With only a couple months until tryouts, we realized he needed more than a logo; flushing out a brand strategy, visual identity, and multiple brand touch points to get his club up and running.
The brand strategy was formulated around the values the club instills in its players: Resiliency, teamwork, accountability, and integrity — “on and off the pitch.” The goal was to cultivate a brand that captured their values and attracted like-minded people to the club. In a crowded youth soccer market in KC, it was important to stand out and have a strong identity.
In a game that’s all about taking your chances, you have to strike while the iron’s hot. Incorporating smithing imagery and nomenclature was a given with the name Hammers. The club crest was something we really had to nail as it would be emblazoned on all jerseys and other merch pieces.
