Proof Community-Owned Models Can Work
Nashville FC (NPSL)
2015-2017
Marketing | Advertising | Graphic Design | Web Design | Brand Management| Project Management | Creative Direction | Growth Strategy | Merchandising | Event Planning | Brand Identity | Social Media Strategy
Overview
Started as a volunteer for Nashville FC as it was in it’s infancy in NPSL and grew with it, ending my tenure with the club as the Creative Director for the MLS club.
Read the additional case studies to follow the journey.
AI led the creative and marketing efforts for Nashville FC, transforming it into a community-owned, grassroots soccer team that resonated with fans across the city. By crafting a bold and approachable brand identity, developing an immersive game-day experience, and spearheading local partnerships, we grew fan engagement by 400%, increased merchandise sales by 250%, and saw season ticket sales grow by 500% in just two years. I also built a creative team from scratch, launching a successful internship program that nurtured future industry leaders. This project demonstrated my ability to build a brand that not only engages but also thrives.
The Challenge
Nashville FC launched with a bold vision: to become one of the first community-owned soccer clubs in the United States. Without the financial backing of big investors, the challenge was to engage the local community, foster a dedicated fanbase, and create a brand identity that resonated with Nashville’s unique spirit. As a burgeoning sports market, Nashville needed more than a team; it needed an experience that brought people together and created lasting connections.
The Solution
Always have a “why” for every decision you make.
In my role as the creative director and head of marketing, I embraced the opportunity to build Nashville FC from the ground up, ensuring that every aspect of our branding, community engagement, and fan experience reflected the vibrant, eclectic energy of the city. I wore many hats, blending my skills as a strategist, artist, and marketing leader to execute a full-fledged creative and brand strategy.
Building a Grassroots Brand
The heart of our success lay in connecting with the local community. I designed a visual identity that was both bold and approachable, incorporating elements of Nashville’s culture—its music, its history, and its people—into every touchpoint. This wasn’t just about a logo; it was about telling a story that locals felt proud to own.
Graphic Design and Merchandising
Graphic Design & Merchandising: I created all of the club’s visual elements, from the logo to merchandise. With a focus on storytelling through design, I made sure each piece of merchandise felt like an extension of the brand’s ethos. The result? A 250% increase in merchandise sales during the first season, with certain products selling out within 48 hours.
Marketing Strategy & Community Engagement
I developed a multi-faceted marketing strategy aimed at building a loyal fanbase through authentic community outreach. This included social media campaigns that increased engagement by 300%, partnerships with local businesses, and special events that regularly attracted over 1,000 attendees to game-day experiences. The club's social media following grew by 150% in the first year.
Event and Game Operations
Every match was designed to be a full-scale experience, from pre-game fan activations to post-game celebrations. Our average match attendance increased by 400% within two seasons, and our partnership activations during games saw a 70% increase in sponsor visibility.
Building a Creative Team
Understanding the need for scalability, I built a team from the ground up. This included launching an internship program, where I mentored young talent in graphic design, event management, and sports marketing. This helped scale our creative output by 200%, allowing us to manage more in-house work and reduce reliance on external agencies.
Partnership Development
I took charge of partnership fulfillment, ensuring that our local business collaborations were mutually beneficial. This included creating engaging activations with local companies that resonated with our brand values, further embedding us in the community. These partnerships contributed to a 30% increase in local sponsorship revenue in the first year.
The Outcome
By focusing on building authentic, community-driven experiences, we grew Nashville FC from a start-up club into a regional powerhouse
Exponential Fan Growth: The grassroots approach paid off with our games regularly selling out, creating a dedicated community of fans and supporter groups who were proud to represent Nashville FC. Our season ticket base grew by 500% within the first two years.
Increased Revenue through Merchandising: My design and merchandising strategy not only boosted fan engagement but also became a significant revenue stream, with merchandise sales increasing by 250% season-over-season.
Impactful Community Engagement: Our strategy of grassroots marketing and direct community involvement helped Nashville FC become a fixture in the city, inspiring local pride and attracting sponsorships from key regional businesses. Community event attendance grew by 400% over two years.
Creative Team Success: Several members of the internship program went on to successful careers in sports marketing, graphic design, and event management, a testament to the effective team culture I built. This showcased my ability to build creative ecosystems that nurture talent and produce results.
Honorable Mention: I also won the league’s fan-voted award for best design in 2017.
Personal Reflection:
Working on Nashville FC was a labor of love that taught me the power of persistence, creativity, and community. Building a brand from the ground up with limited resources required me to wear many hats—creative director, strategist, event manager, and team builder. It was a test of my resilience, forcing me to solve problems on the fly and think creatively to make every dollar and hour count.
What I learned through this process is that the heart of any successful brand is its connection to people. By putting the fans and the community at the center of everything we did, we were able to create something much larger than just a soccer team. The experience taught me the importance of authenticity, the impact of grassroots efforts, and how every small decision can build toward something big.
Through the hard work and long nights, I came to appreciate the value of visionary leadership, but also the importance of humility—knowing when to listen, when to push forward, and when to collaborate. I’m incredibly proud of what we built, and the lessons I took from this experience continue to shape my work today. It’s proof that when you pour yourself into a project with passion and purpose, the results speak for themselves.