F.C. Dorsum
Identity/Creative Direction/Product/Styling/Photography/Web
This brand is the brainchild of Co-Founder, Benjamin Chi and I. As Co-Founder/Creative Director, I designed the brand identity as well as the product. I shot and designed the lookbook as well.
"FC Dorsum is a fictional club, playing in the
conceptualized Ipsum league. The brand further dives in it’s inspirational roots with a “starting eleven” assembled by aspiring players, professional athletes, influencers, models, and celebrities.
The club name derives from the dorsum muscle, located on the top of the foot. To produce a shot with power, the ball must be hit with the "laces" which is located right above the dorsum muscle on a soccer cleat. FC Dorsum aims to make a powerful impact in the world of global football and fashion alike.
Our club crest comes from the Dorsum, a genus of moths. With the Ipsum League sitting four tiers below the Optimum League, the spirit from our community is fueled by passion and love for our club. We found the moth fitting as our club mascot because of the parallel to our players and fans attracted to the bright lights of match day. The five stars stand for the five week life expectancy of a moth, which encompasses the journey of a footballer. Every player is expected to treat his/her as if it were their last.
The club colors represent midnight, a time period where moths show their presence. It also represents the unity of our supporters, who are with us during our darkest defeats, and our brightest victories.
There is no night without stars."
