5 Years of Glory:
Campaign & Event Storytelling
CLIENT
Sacramento Republic FC, professional soccer team
With the fifth anniversary of the club’s launch approaching, Sacramento Republic FC Pro Soccer team wanted to do something special to mark the occasion. This campaign promoted the fifth anniversary through a two-part storytelling approach that combined visual narrative with real-world experience. The work began with a digital-first kit reveal celebrating the club’s history through players, fans, and community voices, then expanded into large-scale environmental storytelling throughout the venue.
Designed to be encountered while moving through space, the campaign invited audiences to engage physically and emotionally, transforming everyday pathways into moments of reflection, pride, and shared connection.
MY ROLE
Concepting, event planning, installation planning, art direction and team lead for a set of graphic designers, planning & art direction for photoshoots, print vendor management, hands-on graphic design
PHASE 1:
The Kit Reveal
TEASERS
We teased the Fifth Anniversary Jersey reveal with a social media campaign that used photography & graphics that created an air of mystery and anticipation.
THE REVEAL
We gifted 5th Anniversary jerseys to thirty of the team’s most loyal fans and held a secret photoshoot. With these photos we created part two of the social media campaign: the reveal. We showcased the team spirit and enthusiasm of our players and fans as they came together under one crest.
THE JERSEY
Featuring a black color scheme and an “energy” stripe pattern, the new Nike kit is the first black uniform in the club’s history and only its second-ever third kit. The jersey also features a hidden inscription on the fabric’s underside to serve as a reminder of the club’s mission.
PHASE 2: THEMED MATCHES
Environmental Storytelling & Visitor Experience
The jersey unveil kicked off a “#5YearsOfGlory” celebration that spanned five themed matches throughout the season and included special activations, appearances from former Republic FC legends, historical photo displays, and new commemorative merchandise, among other festivities.
Installations were intentionally placed to guide attention, create visual rhythm, and support intuitive wayfinding through the space, allowing fans to engage with the story at their own pace.
Phase two translated the campaign story into a physical, environmental experience across matchday spaces. Large-format graphics, installations, and giveaways were designed to be discovered while moving through the venue, turning walkways and gathering areas into storytelling moments from the team’s most iconic pieces of history.
The Result
The result was an immersive experience that invited participation rather than passive viewing, encouraging visitors to stop, read, photograph, and discuss the work together. This phase extended the entire 5 Years of Glory campaign beyond screens and into real-world interaction, reinforcing the emotional connection established in Phase One while grounding the story in a physical, shared environment.