Founding and building a supporters brand from the ground up
Founded ahead of Westchester SC’s inaugural season, the 914th Infantry was developed as an independent supporters organization rooted in identity, structure, and long-term sustainability.
I led the creation of the brand system, membership model, merchandise program, and visual language while simultaneously establishing the organization’s operational framework. What began as an early-stage supporter initiative evolved into a structured nonprofit organization with a board of directors, tiered membership program, recurring events, and a fully realized visual identity.
The project reflects a combination of brand development, physical product design, community building, and creative leadership.
The Brand
The 914th Infantry identity was designed to align with Westchester SC while remaining distinctly independent.
The initial mark referenced elements of the club’s visual system. In year two, the identity evolved to reinforce autonomy, introducing a distinct symbol while maintaining color continuity. This clarified the relationship between club and supporters while strengthening long-term brand independence.
The tone of voice and visual language were built around a rank-based structure inspired by the organization’s name. Terminology, hierarchy, and merchandise were intentionally aligned to create cohesion across digital, physical, and in-stadium touchpoints.
Key deliverables included:
Primary and secondary logo systems
Brand language and naming structure
Annual scarf program
Supporter jerseys and apparel
Stickers, pins, and physical collateral
Flags and large-format banners
Event and matchday graphics
Building the System
Beyond the visual identity, the organization required a scalable structure.
The organization was built around:
A tiered membership model (Soldier, Sergeant, General)
Subscription-based revenue framework
Digital platform and supporter app presence
Board structure and nonprofit governance
Weekly leadership cadence
Event programming including tailgates, watch parties, and coordinated away travel
Prior to the club’s first competitive season, the organization mobilized supporters to attend the USL League One Final, representing Westchester in blue and gold as a visible declaration of the club’s arrival.
