In the spring of 2023, I worked closely—and quickly—with my teammates at Carousel to help launch the Alex Morgan Foundation. Alex Morgan is one of the most influential and decorated female athletes of all time. I’ve spent most of my life playing soccer, so to lead a project like this was dream.
In just under two months, we created the brand identity, messaging and content, planned and produced a photoshoot, designed merch and signage for a community event, and produced a launch video. As the lead on all design and creative, my goal was to build a flexible design system that would work across on all platforms and more importantly—build a cohesive and impactful visual language that felt ownable to Alex and aligned with her mission.
The brand was featured on CNN, the LA Times, and during the coverage of the 2023 FIFA Women’s World Cup.
A photoshoot for a two-time World Cup Winner and Olympic Gold Medalist is no small task. I owned the production deck, shot list, location scout, supported styling, and directed the shoot. The goal was to create authentic imagery that told the story of the foundation and share the moment with girls in the community.
In the fall of 2023, the Alex Morgan Foundation celebrated its inaugural year with an invite-only, evening soiree. I created the event branding, invitations, landing page, social graphics, two event videos, and sponsor signage at the event.
My personal win from the project was building my confidence as an art director and stepping up as a leader. As a team, we embraced the unexpected challenges, worked quickly and effectively to create an awesome brand with an even better mission and impact. If you want to learn more about the foundation, please visit alexmorganfoundation.org.
