Sioux Falls FC

A fictional pandemic football team to fill the void


In the midst of a pandemic, when sports, sports coverage, and sports content had come to a halt, I thought it was the perfect time to create a fictional soccer team for people to follow. Not just a logo, the project included a roster of real people, kit designs available for purchase, shirt sponsors, a 20-team schedule, and weekly games that were played out on social media for all to see. All proceeds were donated to the One Sioux Falls Fund to help people pay rent during the pandemic.


Personal Project


Identity Design

Web Design

Product Design

Social Media

Three projects informed the identity. First, a real local soccer team (Thunder) that folded. Second, a city rebrand, for which I submitted an RFP but was not selected. Third, the newly adopted Sioux Falls Flag.

Past logos that inspired the Sioux Falls logo
Logo sketches and unused logo options
Final soccer crest on white, black, blue and red

Many have designed speculative logos or jerseys for their favorite teams. But I wanted to take it further. I wanted everything to be real, except for the games. I invited people to add their name, number, and positions to the roster. I designed custom kits with actual shirt sponsors that could be purchased to raise money for charity. I even composited photos to create Sioux Falls' very own downtown stadium.

Screenshot of the Team web page listing players on the roster
Screenshot of the Kit web page showing the 3 uniform options
Screenshot of the Kit product page to show how the jersey can be customized and purchased
Aerial view of a fictional soccer stadium in downtown Sioux Falls

For 20 weeks, I recreated a game experience online. I chose 11 people from the roster for a match against one of the worlds best teams. Sioux Falls v Real Madrid. PSG. Liverpool. Then, I scripted the game and live-posted the action, complete with in-game updates, goal graphics, and banter between fans.

Instagram preview images showing gameday lineup and formation announcements
Screenshot of the Schedule web page showing the upcoming opponents
Sample instagram images of in-game content during live coverage

For fans of the team, it recreated fan experience at a time when there were no sports.