Seattle Torrent 2026-27
I’ve led creative direction for Seattle Torrent across the past two seasons, evolving the team’s visual identity into a more distinct, city-driven look. From social content to campaign assets, the goal has been to build a cohesive visual language that feels unmistakably Seattle.
Templates & Misc.
Designed for real-time social coverage, this template system brings creative flexibility to a fast-moving production environment. Each layout prioritizes readability, quick edits, and stakeholder requirements while maintaining a consistent, recognizable visual identity.
*Disclaimer: These templates have not yet been deployed. All examples feature placeholder content.
The Process
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“Gorp core” started as an ironic term my team adopted to describe Seattle, but it became the foundation for the visual direction. The term captures the Pacific Northwest’s unique intersection of nature and technology, and idea I wanted to push further by bringing more of the city into an already nature-driven brand. Pixelated displacement maps, unconventional containers, structured grids, and urban-inspired elements helped bridge the gap between the outdoors and the digital world.
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Typography plays both a functional and expressive role in this system. A versatile, highly legible typeface anchors the information, while enlarged letterforms from a more experimental display face create a secondary layer of graphic texture. This contrast allows the typography to reinforce the visual identity at multiple scales, from essential game-day information to larger campaign compositions.
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Not every brand challenge starts with a blank canvas, or a logo you'd choose yourself. Working with Torrent's existing mark, I was encouraged to develop the visual identity beyond its logo elements rather than building the entire system around them. This opened the door to a more exploratory approach, using typography, texture, and regional influences to establish a distinctive look that could stand on its own.
2025 Selects
Led creative direction for Seattle Torrent’s inaugural season, drawing inspiration from the natural landscape of the Pacific Northwest. Grids, eroded rock textures, mountain scenics, and custom tracings of Seattle’s waterways come together to create a visual identity rooted in the region.
