Austin is the largest city in the country without a major league sports team. We helped change that by creating the brand for the city’s new MLS team. Austin FC didn’t want to be a team only for diehard soccer supporters or even casual sports fans. They wanted to be a team for all of Austin–something everyone in the community could embrace and feel a connection to. The identity and the narrative were inspired by the live oak, a tree that epitomizes the enduring strength and beauty of Austin and is one of the few shared cultural touchpoints for an ever-growing and diverse community. The two intertwining oaks in the badge were a reference to Treaty Oak, a 500-year-old tree in Austin that was poisoned in the 80s and eventually saved by planting a second, younger tree near its base. It’s a brand that honors our city’s many legends, but also invites all who live here to be a part of growing a new one.