Sports Fishing Championship (SFC) is the largest international saltwater fishing competition. Every SFC event is sewn into the fabric of incredible fishing towns, rich with history and championship pedigree. Their mission is to create a world-class experience for anglers, corporate partners, fans, families, volunteers and staff, while positively impacting the local economies of their championship towns.

Since 2021 I've had the privilege of teaming up with SFC, creating tournament logos, championship badges, division logos, team identities and more, building the brand stronger through consistency and visibility year after year.

Brand Traits

Prestigious / Bold / Clean / Sporty / World-Class

Problem & Solution

The previous tournament logo system was disjointed, dated and loaded with tiny detail that made logos almost impossible to scale and reproduce across digital and print platforms.

The solution was to establish unity and create a cohesive look and feel for SFC's tournament logos while giving each a unique visual cue from the town they represent. The goal was to bridge the gap between tradition and modernism, injecting energy into familiarity while crafting marks that feel bold and sport-like, yet clean and flexible enough for any medium.

In 2024 SFC formed teams to compete in their tournament circuits. I was asked to create logos and identities for the teams I was responsible for, working closely with Lauren Myers, a talented designer who heads SFC's creative department.

Each team identity needed to:

• Uniquely represent the team while feeling part of the wider SFC brand

• Have its own flexible system, badge, icon, horizontal lockup, color palette

• Work across merch, apparel, social media leaderboard graphics and the SFC website

All logos needed to feel like they belong under one brand while standing on their own.