Norfolk City Sirens

SPORTS FRANCHISE | CULTURAL INSTITUTION

Norfolk is a navy town, a port city, & officially it’s known as the Mermaid City. It felt like exactly the right place for a professional soccer team, & exactly the right brief for building something genuinely rooted in a place rather than generic sports iconography.

I wanted a brand that would make a new fan base feel something: connected to their city, excited about their team, and proud to wear the kit. The name Norfolk City Sirens came directly from that maritime folklore — a mermaid, but one going to battle, which felt right for a sports team in a way that a traditional mermaid simply wouldn't.

SERVICES

LOGO + IDENTITY

BRAND DEVELOPMENT

NAMING

PACKAGING

ENVIRONMENTS

MERCH

*This project is part of my Dream Client Youtube Series. You can watch me make it here!

A deep navy paired with a vibrant cyan gives the brand instant visual impact on stadium signage, billboards, and kits — the kind of color combination that catches your eye across a crowded street. The siren mascot is graphic and clean rather than overworked and illustrated, designed to embroider well on kits and read just as clearly on a digital screen. A minimal wave pattern used as a background texture keeps the maritime connection running through the whole system without overpowering it.

Beyond the primary mark, I built out a full family of badges, emblems, and alternate logos — including a trident mark used almost like a skull and crossbones — giving the team a deep toolkit for merchandise, kit variations, advertising, and game day graphics that can keep evolving season after season.

The Veteran Broker

Dr. Adia