For this project, I created a visual identity guide for Merrimack College Athletics. I have been designing graphics for several sports teams for a few years and have become increasingly involved with the Athletic Department. During this time, I noticed a lack of creative focus and brand consistency across teams—each team has a different look, which makes it feel as though they belong to different schools.

The goal of this project is to expand on the individual work I have done for specific teams and create a cohesive brand for the entire Merrimack College Athletic Department. The purpose of this visual identity guide is to establish a consistent and unified look across all sports programs. By developing clear design standards for logos, colors, typography, and imagery, the project aims to strengthen Merrimack Athletic’s overall brand presence and create a recognizable identity that reflects the spirit and values of the College’s athletic community.

A cohesive visual identity enhances professionalism and appeal while supporting marketing, recruiting, and fan engagement. Consistency across digital, print, and social media platforms helps build stronger connections between teams and supporters, while also attracting potential student-athletes and sponsors. Ultimately, this project provides Merrimack College Athletics with a modern, polished, and unified image that fosters pride, loyalty, and visibility both on and off the field.