In a city where a different kind of football commands attention, alongside Moniker, we were entrusted with developing the brand identity for Dallas's inaugural professional women’s soccer team. The team would be part of the groundbreaking USL Super League, capturing the essence of Dallas—a city characterized by its diversity, drive, and unrelenting enthusiasm.

Our brand strategy and narrative were influenced by the individuals, iconic sites, and tales that have molded Dallas into its current form.

The most distinctive trait of Dallas is its outlook on possibilities. Dallas doesn't fixate on constraints or engage in hollow promises—it initiates action and produces results. That same relentless attitude would define the team’s presence on the field and guide our development of its brand identity.

For the club’s name, we pursued a title deeply rooted in Dallas's legacy—something that echoed the city's past and the diverse and vibrant communities. We found our answer in the Trinity River that winds from the northwest to the southeast through town, serving as a unifying thread in Dallas’s story since its founding in 1841. Although the waterway may not possess the allure typically linked with the city’s urban center, its quiet resilience reflects the resourceful, can-do spirit of the people of Dallas.

Since the 1930s, a fiery red neon Pegasus has radiated light over downtown Dallas from atop the 29-story Magnolia Petroleum Building, serving as a constant emblem of the city’s advancement, dignity, and tenacity. We reenvisioned this legendary figure from Greek mythology in our crest, linking the team’s persona to the vibrant heritage of Dallas. This timeless emblem personifies the city’s unwavering resolve—whether you describe it as resilience, innovative fervor, or sheer determination, there’s simply no surrender in Dallas.

To breathe life into the visual identity, we sourced inspiration from the team's inaugural venue: the iconic Cotton Bowl. Situated in Fair Park just east of downtown, the stadium is enveloped by one of the world's most impressive assemblages of art deco architecture. Custom typography was crafted to mirror the striking, enduring shapes of the inscriptions and characters carved into stone across Fair Park's celebrated structures.

Dallas Trinity FC signifies more than just a team—it exemplifies the collective perseverance of a city devoted to shaping a new era for professional women's sports. It embodies a pledge to take action, to create, and to accomplish—not through lofty goals but through unrelenting hard work.

We are Dallas. We are Trinity. And All Roads Lead Through Here.