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!

Logo with a seahorse holding a trident above the text 'Norfolk City Seahorses' in stylized font.
Design of four crossed arrows with North, South, East, and West labels.
A compass rose with four crossed arrows pointing northwest, northeast, southwest, and southeast, and the letters N, S, and C indicating directions.
Design of two crossed arrows with compass directions N, E, S, and C labeled
North, South, East, and West directional arrows crossing behind a compass rose design.
Golden compass rose with four arrows pointing northeast, northwest, southeast, and southwest, and the letter 'N' on the left, 'C' on the right, 'S' at the bottom, and 'E' at the top.
A stylized compass with crossed arrows pointing in four directions and the letters N, E, S, C.
A person walking past a wall with posters promoting season tickets for the Norfolk City Sirens, featuring a siren logo and the slogan 'Hear the Call, Fear the Sirens.'
Five stylized doughnuts of different colors, from left to right: teal, dark teal, cream, orange, and mustard yellow.
Collage of various images including a soccer field, sunset by the ocean, a baseball game, logos, artwork, and advertisements for tickets, along with a sneaker and water.

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

Bus shelter with three large posters inside. The posters promote wave soda and Norfolk City Sirens, with information about soccer tickets and a cheery wave graphic.
Logo for Norfolk City Sirens featuring a trident symbol above the text.
Logo of Norfolk City Sirens with wave design underneath.
Black logo with white text reading 'NSE' inside a stylized arrow pointing to the right.
Text reading 'Norfolk City Sires' in large, bold letters.
A circular logo with a fish holding a spear at the top and a round item in its mouth, surrounded by the text 'Norfolk City Sirens'.
A logo with a diamond shape, featuring the text 'NCS' in the center, and 'EST. 2025' on each side, with three upward arrows at the top.
Design of two crossed arrows with North, South, East, and West labels, arranged in a circular pattern.
A light teal athletic jersey with black and orange stripes on the collar and sleeves, featuring the words "JONES" and number "12" on the front, and a logo for Norfolk City Sirens on the chest.
A dark blue water bottle with teal accents and a lid, featuring "Norfolk City Sirens" logo and wave patterns, placed on a black marble surface against a light blue background.
A hand holding a tablet displaying an advertisement for Norfolk City Sirens gear, featuring a green and black cap with the Norfolk City Sirens logo and the text "Get Your Gear".
Multiple stadium seats in shades of teal with a logo featuring geometric shapes and the letters 'NCS' printed repeatedly on each seat.
Billboard advertising Norfolk City Sirens with the slogan 'Seven Cities One Siren Song' against a clear blue sky.
Three soccer jerseys displayed on mannequins against a light background. The jerseys are in dark teal, light teal, and coral colors, each featuring team logos, the number 17, and the brand name "bantr".
A black baseball cap with a white 'Norfolk City Sirens' logo and text, featuring a mesh back and curved brim, placed on a blue textured surface.
A soccer ball with green and white panels, featuring the Norwich City Football Club logo, resting on a dark green textured surface.
A dark teal flag with wavy lines and a logo featuring a fish, a trident, and the text 'Norfolk City Sirens,' attached to a vertical silver flagpole with gold accents against a light blue background.

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

Pair of teal-colored gloves with a white geometric design held by two hands against a dark background.
Two beanies, one mint green and one orange, both with wavy patterns and a black and orange logo patch, are placed on a teal surface.
A person holding a smartphone displaying a digital invitation for a sports match between Norfolk City Sirens and an unspecified team, scheduled for Saturday, September 20th at 7 PM, against a brick wall background.
A soccer uniform consisting of a light blue jersey and shorts. The front of the jersey features a black Adidas logo, a team crest with a soccer ball, and the word 'bantr'. The back displays the name 'JONES' and the number '12'. The shorts show the number '17' and a black emblem.
Underwater scene with rays of light shining through water, with a whale and other fish visible in the background. Text overlay reads 'NORFOLK CITY FISHERIES' and a logo of a stylized fish holding a trident.
Close-up of a sign on a copper-colored background with black text and design. The sign says 'Norfolk City Streets' with a trident symbol above the text.
Close-up of the Norfork City Sports logo on a glass trophy, placed on a grass field with blurred stadium seating and a scoreboard in the background.
Pattern featuring various Norfolk City Sirens logos, badges, tridents, a mermaid, tridents crossed, a plant, and a life preserver in shades of blue and teal on a gray background.
Collection of four enamel pins on a black background. The first pin features a circular design with a fox, a compass needle, and the words 'Norfolk City Siresn.' The second pin is a horizontal diamond shape with a red background, gold outline, and the text 'NCS' inside. The third pin portrays crossed tridents with the letter 'N' above and 'S' below. The fourth pin displays three vertical tridents with a small star at the top.

The Veteran Broker

Gold arrow pointing to the left.

Dr. Adia

A gold-colored arrow pointing to the right.