Community Sports Branding — Lake Zurich Red Scorpions

This branding project for the Lake Zurich Red Scorpions, a community-based American Flag Football club in Switzerland, was all about transforming a scattered visual identity into a powerful, cohesive brand system without losing their roots. Their original logo had already been printed on merchandise and uniforms, so we worked with care, not against it.

The Challenge: The Scorpions already had a logo, but no visual system, rules, or structure. Everything — from posters to uniforms to social media — had been done inconsistently and without clear direction. We couldn't redesign the logo completely, but we could evolve it. And that’s exactly what we did.

Reviewed the logo and subtly redesigned it, adjusting proportions, line balance, and simplifying the scorpion claw for better legibility across sizes.

Defined a consistent color palette, giving purpose to their reds, blacks, and whites, and adding subtle variations for digital and print contexts.

Set naming rules ("Scorpions", "Red Scorpions", and Redscorpions-Lakezurich ) and designed a flexible typographic system.

Created a full Brand Book: values, tone of voice, audience breakdown, brand personality, and practical application guidelines.

Developed event materials: a gameday poster, flags, and banners that matched the new tone.

Worked entirely in Notion to keep everything transparent and accessible — feedback, deadlines, Loom video explanations, assets, and more.

Outcome: A grounded and vibrant brand identity that aligns with their community values — energetic, young, local, and proud. From disorganized graphics to a polished, premium visual identity. We kept what mattered and refined the rest.

And yes — they can now scale this system into future web redesigns, merch, and social media content effortlessly.

You don’t always need to redesign from scratch. Sometimes evolution > revolution.

When working with community-led teams, organization matters as much as creativity.

A well-built Notion board is branding therapy.

Let’s Chat: Got a brand you want to grow without losing what makes it real? Message me — I’ll help you turn what you already have into what you actually need.