While the parent organization for Santa Monica Surf provided some graphic templates to use, Albert wanted a way to localize the club's brand and distinguish it from the other national clubs.
But what he found in tools like Canva were templates not really designed for the soccer space. He needed something that established a professional look and feel that was representative of what parents, fans, and athletes experienced at the club and came to expect from an elite organization.
And being that the club was geographically locked to local talent, outreach to neighboring communities would require committed effort — and even necessitate bilingual outreach. So the solution had to be easily editable for multiple audiences.
"We were using Canva and sometimes other tools. They felt very gimmicky and cartoony. They didn't seem professional. Not as a club like Santa Monica should be in the templates and content we were putting out.”