As pro soccer's identity in the USA becomes more sure-footed, we helped one team establish new football traditions in the New South.

Semi-professional soccer team Chattanooga FC is bringing the world's favorite sport to a land long-owned by SEC football and NASCAR. Established by a group of players and fans in 2009, the team was organized as a not-for-profit venture with a strong focus on winning community engagement and support (as well as games). So even while enlisting great coaches and holding player tryouts, the founding committee realized that the club also needed a strong brand presence. 

In addition to an amazing logo inspired by European football clubs and colors, Widgets helped create uniforms, marketing messages, fan goods and a web site built to keep the public up to date and up on the club. All pro bono, for the good of great soccer. 

Visual identity, uniforms, sponsor packs, ads, t-shirts, banners, team posters, flags, vendor signage, game day passes and collateral, mailers, commemorative books, bumper stickers, web (see more on Flickr).

On July 4, the team won their final home game of the season by a score of four-nil, ending with a record of 4-3-1 and second place in the Southeastern conference of the National Premier Soccer League. More than 3,100 Chattahooligans packed the bleachers, beating drums, singing chants and swinging blue flags. Watch out, Man U. We are CFC.

Team seal, based loosely on the Chattanooga city flag — a single star in a circle doubles as a soccer ball.

The dark jersey works in combination with the either the navy or the white kit.

Poster design with schedule.

The best selling shirt design.

The web site was technically simple, yet very functional (thanks to Medium).

Samples of player cards produced in response to fan demand. Photography by Michael Sethman.

For Josiah: official fan gear, Chattahooligan emblem and shirt...

Creative Direction: Paul Rustand; Design: Brad Dicharry and Paul Rustand.