IDENTITY DESIGN | CAMPAIGN | COMMUNITY IMPACTKeep Pounding for the Carolinas
Hurricane Relief Identity
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In response to Hurricane Helene, the Carolina Panthers and Charlotte FC launched the Keep Pounding for the Carolinas relief initiative to support recovery efforts across North and South Carolina. The campaign unified both organizations under a shared visual identity that appeared across community activations, game day, retail, and live events.
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Designed the Keep Pounding for the Carolinas identity system and adapted the mark across real-world applications including helmet decals, warmup apparel, artist jersey patches, retail merchandise, volunteer gear, stadium signage, and digital campaign assets.
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The identity supported a relief effort that raised over $24.5M through Concert for Carolina, helped pack 11,500 emergency food boxes totaling 222.5K pounds of food, and contributed $605K in disaster relief grants to 21 high schools across the Carolinas.
Logo Marks
BEHIND THE DESIGN
The Keep Pounding for the Carolinas identity united the Carolina Panthers’ “Keep Pounding” mantra with Charlotte FC’s “For The Crown” messaging into a single mark supporting Hurricane Helene relief efforts across the Carolinas.
The system combined Blue Ridge mountain imagery, a Carolina Strong emblem layered over the Carolinas silhouette, colors pulled from Charlotte FC’s Explore Kit, and typography set in each club’s primary brand typeface to visually connect both teams within one campaign identity.
Real-World Impact
SCOPE
My marks became recognizable symbols carried across game day, community recovery efforts, and one of the largest charitable events in the Carolinas, Concert for Carolina. The following applications show how the identity translated from concept into real-world impact across apparel, live events, on-field integrations, and volunteer initiatives.
