New Mexico United
Brand Guidelines

After leaving my role as Creative Director to pursue full-time freelancing in Nov. 2023, I recognized the need for refreshed brand guidelines to support New Mexico United's transition under new leadership. Alongside the club's CEO, Ownership, President, and incoming Creative Director, I led the creation of a comprehensive document that encapsulates the club's mission, culture, and identity. It charts where the club has been, its future aspirations, and the path forward. Following the collaborative process, I am currently leading staff trainings in use of the guidelines in tandem with work to implement the standards across the brand's various online platforms.