Oakland Roots
A season-wide visual system for Oakland Roots, built from the mythology of the club's 2026 Oakness Monster jersey.
- Client
- Oakland Roots SC
- Year
- 2026
- Scope
- Season art direction, campaign design, motion, and rollout
The 2026 theme began with the Oakness Monster, an Oakland counterpart to the Loch Ness Monster woven into the season's jersey. My role was to work out how that idea could live beyond the kit and support a full season of daily graphics.
I developed the creature as a mystical figure with scales that echoed the club's mosaic—the pattern used to represent the cultures and people of the town. That led to a wider language of iridescent light, holographic texture, and collectible-card surfaces.
The system extends across matchday, ticketing, partnerships, photography, motion, objects, and environmental work, giving very different pieces of communication a shared seasonal world.
