River Light Soccer

A Crest That Illuminates Aurora’s Spirit

Role

Creative Director

Industry

Sports

Duration

3 Months

Overview

River Light FC is a newly established soccer club based in Aurora, Illinois, home to both USL League Two and the W League teams. The club was born from local passion, representing both the Fox River that runs through Kane County and Aurora’s nickname, “City of Lights”

My Role

As Creative Director, I steered the overall vision for the crest redesign, shaping the brand identity through strategic workshops, iterative review sessions, and design direction to ensure the final logo resonates with both community and legacy.

Overview

My Role

1. Brandstorm Workshop
We kicked things off with a brand strategy session. Brand values were defined as ambitious, progressive, and united by their passion for football, while the brand voice emerged as welcoming, confident, and passionate.

2. Concept Development & Creative Direction
I guided multiple rounds of logo explorations, ensuring each design iteration captured the symbolic essence of Aurora and the club’s vision. Key symbols like the river and light were incorporated thoughtfully to forge deeper meaning in the visuals.

3. Final Crest & Brand Identity
The selected logo balances bold typography and strong symbolism: the river references the Fox River, while "light" reflects Aurora’s history as the first U.S. city illuminated by electric lights. The result is a badge that feels rooted in place, pride, and purpose.