Client: St. Louis Crusaders
Scope: Full Identity Rebrand
Deliverables: Logo System, Jersey/Kit Design, Social Campaigns, Graphic Templates, and Visual Strategy, and photography & videography direction.
Founded in 2009, the St. Louis Crusaders are a USA Rugby and International Gay Rugby men’s team dedicated to promoting equality, diversity, and inclusion through the spirit of rugby. The team welcomes players of all backgrounds, sizes, and experience levels—standing as a proud symbol of brotherhood, athletic pride, and community within St. Louis and beyond. 🛡️
Challenge
After over a decade of competition, the Crusaders’ visual identity no longer reflected their evolving character or growing ambitions. My goal was to create a modern, cohesive visual system that balanced rugby’s traditional grit and power with the Crusaders’ spirit.
Solution
I led the complete rebrand from concept to execution, developing an identity that included: Logo & color system, typography pairing, full jersey kit design, graphic templates, photo/video/motion assets, and visual marketing strategy for social campaigns.
The new logo system drew from the Crusaders’ history while refining it for a bold, contemporary presence. A custom typographic primary mark anchored the system, when paired with a Crusader mascot, established the secondary logo from which the favicon design was derived. The inclusion of the fleur-de-lis and Gateway Arch ties the identity directly to St. Louis, grounding the mark in local heritage. The Crusader figure was reimagined with cleaner lines and balanced geometry to convey strength and determination. The modernized typeface complements the icon, merging traditional rugby grit with a refined, confident edge.
Color played a crucial role here: red symbolized courage, vitality, and an original Crusader trait. White honored purity of purpose and inclusivity. Grey was introduced as a grounding tone symbolizing balance, endurance, and all those overcast skies during training days. And black established the palette in foundational strength.
The Gotham type family was introduced to establish a strong, modern typographic foundation with primary character weights in Light, Medium, and Ultra for clear hierarchy and flexibility.
Graphic, media, and social executions followed this direction, resulting in a cohesive brand voice and visual identity across all channels leading to a 41% increase in engagement and a significant rise in follower growth. Each element was designed for adaptability performing seamlessly across digital, print, merchandise, and uniform applications ensuring the Crusaders’ presence remains cohesive, proud, and unmistakably their own.
