Denver is a soccer city

It’s time to prove that Denver is a soccer city. For Denver FC is a soccer coalition with an ambitious goal: building a professional women’s team for the Mile High City. Wunder Werkz collaborated with a group of Denver investors and community leaders to bring what was once an aspiring idea to life for the Front Range. We worked closely with the team to develop a campaign branding system that felt as fearless and bold as Colorado, while tying back to the natural landscape of the state. By creating a system that felt connected to the place, For Denver FC became much larger than just soccer, but a collective idea to bring together the Colorado community through the love of sport.

The Logo

The wordmark is made up of a dichotomy of handwritten lettering, and a loud, condensed, sans-serif to embrace this idea. Illustrations were hand-crafted to merge the natural environment with athletic motifs, and visual vibrancy and disruption were brought in through a color palette that celebrated the organic hues and tones of the state. These assets are utilized in a series of digital and promotional pieces including: social media posts, posters, stickers, scarves, shirts, and on the web.

For Denver FC uses a patchwork of elements that mixes handwritten typography, illustration, and imagery to create assets that represent a thoughtful homage to the natural beauty of the state, and the progressive city life of Denver. The sense of movement in the system, through line-work and photography, was mirrored by the energy and liveliness of the community surrounding the effort, and the nature of the game itself. Capturing a feminine spirit was paramount to the team, while also evoking a sense of power and fearlessness, resulting in an outcome that is a unique combination of refined and eclectic.

For Her. For Us. For Denver.

The campaign brand and collateral all came together at a Women’s World Cup watch party that invigorated the Denver community, and brought awareness to the coalition. The event was attended by Denver fans, families, investors,  and civic leaders. 

“I think we are pioneering our own playbook as to how a team and franchise can come together in a way that is professional and smart, but also really deeply connected with the community,"

Ben Hubbard