DCFC - Detroit City Football Club is a soccer team located in Hamtramck, they play at Keyworth Stadium and have the largest support group for soccer. This project was a group project, and we all started by researching and pulling key facts and elements from DCFC. Since their fanbase is so big, that was the biggest inspiration for the project, being rebranded.We developed a campaign that celebrates playing your sport based on the following prompt: Inspiration (Mentorship). This campaign is coming from the DCFC brand POV. So, our previous research was very relevant to this important next step of framing our campaign around one of the themes of mentorship. Our campaign is for lgbtq teens looking for a supportive community. Many of them want to participate in sports and the culture but feel it is inaccessible to them. We focus on the LGBTQ+ high school students in and around Detroit, particularly those seeking a community where they can be themselves without judgment.These students are navigating their identities and are drawn to inclusive environments that offer support, shared passions, and opportunities for self-expression in a city where they may feel out of place or marginalized. Our team created a color scheme inspired by DCFC and elements of the environment, like pipes and Detroit’s copper color. We also incorporated DCFC chants and phrases to refresh the brand and communicate a welcoming, recognizable message. The goal is to make DCFC more inviting, creating a safe space that promotes mental health. With the motto “We give you a sport you can't grow out of,” we believe providing a place for life is key to fostering community and celebration.
I absolutely fell in love with this project, I learned so much and was able to use my personality as a tool. I focused on elements to the project along with a bit of language, using chants was such a good way to show DCFC as a whole and as a new brand. Since I have participated in DCFC events, I was just pleased to be working on this with such a skilled group. We all had our parts to play and communicated well with each other. As a team, we all worked together to make the final images and edit, but knew where our skills were set and relied on each other to make and create, separate but together. Process
LS
GROWTH is funny—positive, negative, backward, or forward. Whatever the case, it should be welcomed. Life has taught me many things, and Art has allowed me to remember, personify, and document my journey as a person and artist.
LS
WHERE AM I
Detroit / Royal Oak
Michigan
FIND ME
→ LinkedIn - Lizzy Stapleton
→ Email - Lizzy.stapes@gmail.com
→ Instagram - Lizzy. stapes
→ # 313 - 418 - 3626
→ Resume