For Denver FC: Brand Reflects Local Pride in Women’s Soccer

Wunder Werkz has elevated the professional women’s soccer team in Denver by creating a brand identity “For Denver FC” (FDFC). This initiative is aimed at bringing a professional women’s soccer team to Colorado by 2026.

Jordan Angeli and Ben Hubbard, FDFC founders, partnered with Wunder Werkz to develop a look and feel for the movement that would highlight some of the state’s most treasured characteristics. Jon Hartman, partner at Wunder Werkz, said Jordan and Ben were very passionate about bringing professional women’s soccer to Denver with a very modern and inclusive vision.


“This is a state that a lot of current National Women’s Soccer League (NWSL) players and even the United States Women’s National Soccer Team (USWNT) stars call home. It only makes sense to establish a local team that they can represent in the Mile High City as well.”

Madison Van Ausdall, designer at Wunder Werkz, said they wanted to tie the visuals to the natural landscape of the state. “Colorado has iconic visuals that were important to us to highlight such as the pine trees, mountains, and color palette that reflects the changing of seasons. Doing this allowed us to immediately connect the effort to launch the team to the community that will support it.”

A series of custom illustrations capture the Coloradan symbols, including traditional symbols of the sport itself such as the pitches and the ball. The illustration is balanced by bold typography that mixes handwritten text with strong sans-serifs. It retains the personal touch of the overall identity, ensuring the message is clear and confident.

brand For Denver FC

Hartman said the fact they were able to successfully create a soccer brand in a way that felt fresh and inventive is extremely satisfying. “We hope, with our work on For Denver FC, we brought a fairly unique view on what a sports campaign could and should be.”

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Nandika Chand