During my time with the United States SailGP Team, I served as the lead creative director on the team's ongoing rebrand with a focus on establishing a strong, distinctive visual identity. My role was to work alongside freelancers and agencies to craft a cohesive and memorable aesthetic that resonated with fans. In addition to this, I worked closely with our partner, Tommy Hilfiger, to elevate our athletes' fashion presence by creating styling decks that enhanced their off-the-water image and aligned with the brand's vision.

SOCIAL BRAND DEVELOPMENT

When I set out to overhaul the brand, my vision was not only to create a distinct visual identity that stood apart from other teams in SailGP, but to build a brand presence on par with the best across the NFL, NBA, MLB, and NHL. The goal was to develop a minimal yet bold aesthetic that would drive a photo-centric, highly shareable social media presence.

To bring this vision to life, I partnered with Ryan Shadle of the Cleveland Cavaliers and Arsham Studios. I crafted detailed decks and stylistic guides for Ryan, who then translated these concepts into a series of graphic templates. Each template was designed with efficiency in mind, allowing for quick editing during race weekends. Together, we developed signature brand elements such as the stars, scratches, grain overlays, and the subtle American flag mark that became key visual identifiers which can be seen throughout the team's social media assets.

BRAND LOGO DEVELOPMENT

In setting out to create a new USA logo, I drew reference from two things: the rich aesthetic heritage of classic Americana, and the recently resurging nautical visual language. Sailing itself already bears with it a certain aesthetic assumption and it was my aim to play into that well. This logo set presents the United States SailGP Team as a refined and professional organization in a more luxurious sports space while also achieving the goal of creating something that can be hyper printable and usable in any physical or digital manifestations.

FILM LUT DEVELOPMENT

I developed our LUT to feel both bold and clean with an emphasis on team/team partner colors. I subtly included an orange and teal grade with a slight bit of green pushed in the shadows to give it both a warmer and more nostalgic feel. Below are frames from the first short film I shot and produced highlighting the team’s time in Bermuda for preseason training.

STILL COLOR DEVELOPMENT

I took the same approach with building out the team’s Adobe Lightroom presets as I did for the film LUTS: bold & clean with a light orange and teal grade and greens subtly pushed in the darks. Below are frames I shot over the course of the team’s time in Bermuda + Dubai.

F50 LIVERY DEVELOPMENT

My team and I set out to do two things: create the most visually stunning boat on the start line and find a unique avenue within which to express the team’s American heritage. We landed on drawing inspiration from the color of the Statue of Liberty whose color we boosted to create what we now call “Liberty Marine.”