Concacaf
Soccer Lifestyle : 2025 Style Guide
Services Provided: Research & Creative Strategy, Character Art & Illustration, Design Elements Development, Product Design, Style Guide Design
Lifestyle style guide development for a soccer confederation’s licensing program
Concacaf partnered with Design Force, Inc. to develop a lifestyle-focused style guide that celebrates the passion, pride, and unity that soccer inspires across its diverse member nations. Our objective: create a design toolkit that enables licensees to develop apparel, accessories, and everyday merchandise that reflect not just the sport – but the identity of the fans who live and breathe it.
Cultural insight and fan identity research
The Concacaf Soccer Lifestyle: 2025 licensing program was built around a central insight – soccer isn’t just a game. For fans across North America, Central America, and the Caribbean, it’s a cultural force, a community, and a badge of pride. Whether it’s worn on match day or any other day, the right gear becomes an expression of national identity and shared experience. It reflects the unique cultural and visual identity of its nation, while staying connected to the overarching Concacaf brand.
Design system development across multiple Member Associations
We approached this guide with that same spirit in mind. Our creative development began by researching the heritage, cultural iconography, national team nicknames and any other national team references that would resonate on an emotional level with the fan bases of eight different Concacaf Member Associations. We then developed the design elements for each Member Association, which incorporated the visual cues we uncovered during our research phase, along with key Concacaf brand assets and messaging.
Product applications for apparel and accessories
The guide also includes a series of product application examples that showcase how the graphic elements, national colors, and type treatments come together to form a bold, wearable expression of regional pride. Every example was designed to demonstrate how licensees can transform everyday apparel and accessories into emotionally resonant lifestyle products.
By translating the energy of the game into these products, the Concacaf Soccer Lifestyle: 2025 Style Guide equips partners with everything they need to develop consumer products that feel both authentic and aspirational. The result is a unified system that empowers fans to represent their country, their culture, and their Love for the Game – wherever life takes them.
