Footie on First was created as a temporary pop-up destination in Seattle's Pioneer Square neighborhood, bringing together soccer fans, local beer, merchandise, and community during the excitement of the World Cup and other events. While the physical space was designed for a short-term installation, the brand needed to feel distinctive, memorable, and full of personality from day one. Atelier Drome developed a complete visual identity and environmental graphics package that established Footie on First as a destination all its own.
Working within event branding guidelines that prohibited direct references to FIFA and the World Cup, the identity draws inspiration from European football culture, vintage beer labels, and classic sporting graphics. The resulting visual system balances energy and nostalgia through bold typography, playful illustrations, and a vibrant color palette designed by Visit Seattle as part of an effort for local businesses to create a cohesive identity throughout the city during the event. To further reinforce the brand's personality, we introduced a custom mascot, creating a recognizable character that could appear across signage, merchandise, and promotional materials.
Beyond the logo itself, the project extended into a comprehensive environmental graphics system that helped transform the temporary venue into an immersive fan experience. Custom storefront signage, wayfinding, sandwich boards, table wraps, merchandise graphics, and branded environmental elements work together to create a cohesive identity throughout the space. Atelier Drome worked closely with the Pioneer Square Preservation Board to develop and secure approval for the exterior signage package, ensuring the project respected the character of the historic district while still creating a bold and memorable street presence. Developed using a flexible, component-based design system, the brand was intentionally built to evolve alongside the project, giving the client the ability to easily adapt graphics, messaging, and promotional materials as the event unfolds. The result is a spirited, approachable brand that captures the excitement of the beautiful game while laying the foundation for future growth beyond the pop-up experience.
