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monikersf

@monikersf

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Inspiration, experiences and work from the team at Moniker, an identity studio based in San Francisco, California working globally. 🌐
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O escudo do Dallas Trinity FC saiu de um letreiro de neon que brilha sobre Dallas desde os anos 1930. Estreando o Brand Motion, uma série nova aqui no perfil, onde eu destrincho identidades de clube que merecem mais atenção do que recebem por aqui. A Nº01 é do Dallas Trinity, clube de futebol feminino de Dallas. Nome, escudo e tipografia saíram da própria cidade: o rio que corta Dallas desde 1841, o pégaso de neon do Magnolia Building e as inscrições art déco de Fair Park. No motion, o que mais me pegou foram os match cuts. Uma forma vira a próxima e a identidade inteira parece um movimento só, sem precisar gritar. Identidade: @modestworks and @monikersf Imagens: ModestWorks EN: Breaking down the Dallas Trinity FC identity by @modestworks and @monikersf . Huge respect for this one. #motiondesignbrasil #sportsbranding #footballdesign #brandidentity
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A visual series exploring the subjects of matter, energy, intelligence and autonomy for Onto Ventures with @shelley_horan
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A visual series exploring the subjects of matter, energy, intelligence and autonomy for Onto Ventures with @shelley_horan
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@modestworks and @monikersf looked to historical heraldry for @atletico_dallas, so the new club’s crest looks like it has been around for years.⁠ ⁠ ———⁠ ⁠ CREDITS⁠ Design: @modestworks and @monikersf⁠ Brand: @atletico_dallas⁠ Typography: De Vinne by @central.type, Folio by @bauertypes and Custom numerals by Bobby Tannam⁠ Heraldic Artist: @english_calligrapher⁠ Photography: @mxktz and @BlairGetzMezibov Motion: @neversitstill.tv
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@modestworks and @monikersf gave @atletico_dallas a founding myth of their own making, then designed the identity around it.⁠ ⁠ Before any design, the studios wrote the legend of the Wolf and the Snake for the new USL Championship club, then centred the identity on a hand-painted heraldic crest by artist Tom Meek, aiming to make it feel long-established despite the 2027 launch.⁠ ⁠ ———⁠ ⁠⁠ CREDITS⁠ Design: @modestworks and @monikersf⁠ Brand: @atletico_dallas⁠ Typography: De Vinne by @central.type, Folio by @bauertypes and Custom numerals by Bobby Tannam⁠ Heraldic Artist: @english_calligrapher⁠ Photography: @mxktz and @BlairGetzMezibov Motion: @neversitstill.tv
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@modestworks and @moniker_sf gave @atletico_dallas a founding myth of their own making, then designed the visual world around it.⁠ ⁠ Joining the USL Championship in 2027, the club had to feel as though it had always belonged to Dallas. So before any design, the studios wrote the legend of the Wolf and the Snake, drawing on the Mexican Grey Wolf that once ruled North Texas and the rattlesnake that now resides on the same ground.⁠ ⁠ At the centre is a hand-painted heraldic crest of the Wolf and the Snake by artist Tom Meek, designed to be deliberately textured and human. The typography pairs the serif De Vinne with the sans Folio and custom blackletter numerals, while a tight palette of topaz blue, prairie-soil black and mineral silver ties every colour to Texas.⁠ ⁠ ———⁠ ⁠ Explore the full case study at our link in bio.⁠ ⁠ ———⁠ ⁠ CREDITS⁠ Design: @modestworks and @moniker_sf⁠ Brand: @atletico_dallas⁠ Typography: De Vinne by @central.type, Folio by @bauertypes and Custom numerals by Bobby Tannam⁠ Heraldic Artist: @english_calligrapher⁠ Photography: @mxktz and @BlairGetzMezibov Motion: @neversitstill.tv
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𝗔𝗧𝗟𝗘𝗧𝗜𝗖𝗢 𝗗𝗔𝗟𝗟𝗔𝗦: 𝗖𝗔𝗡 𝗔 𝗕𝗥𝗔𝗡𝗗 𝗠𝗔𝗡𝗨𝗙𝗔𝗖𝗧𝗨𝗥𝗘 𝗕𝗘𝗟𝗢𝗡𝗚𝗜𝗡𝗚? 🐺🐍 @monikersf and @modestworks have teamed up to deliver an excellent branding piece for @mls newcomer @atletico_dallas. Rich colour, strong photography, desirable merchandise and a beautifully painted crest create a coherent, emotional world. The problem is not the execution. It is how meaning appears to have been created. Rather than unearthing cultural and historical truths from Dallas and shaping them into a club story, the process feels inverted: First, the attractive codes. Then the mythology required to connect them. Wolf. Snake. Heraldry. Old gods. Hand-painted texture. The ingredients are compelling, but the story feels assembled rather than inherited: a beautiful visual world searching for its justification. Before the club has played a match, its ancestry and emotional significance have effectively been supplied in advance. This reflects familiar brand logic: We made a likeable product. Do you like it? Then buy it. But customer logic is not supporter logic. A customer asks: “Do I like it enough to buy it?” A supporter asks: “Is this ours?” Supporters do not simply consume meaning. They create it, contest it, inherit it and pass it on. A new club must choose its first symbols. But they should provide a starting point; not a completed mythology supporters are asked to believe. Provide the canvas. Then, let the people, place and football paint the story. Sport rejects shortcuts. Excellence is built through patience, repetition, failure and hard work. Legacy develops over time, through consistency, intimacy and shared memory. When an institution tries to immediately project the appearance of legacy, it projects values that differ from those it must demand on the pitch. A club can design its beginning. It cannot design the weight of time. Excellence is built. Belonging is lived. Legacy is earned. Should a new club offer a finished mythology or should they offer a starting point supporters can make their own? #TFGDoctrine #InstitutionBeforeBrand #AtleticoDallas #FootballBranding #SportsBranding #VisualIdentity #FootballCulture
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Take the music away... What you’re left with is storytelling through sound. Every hit, texture and transition was designed to make the visuals feel more alive. 🎧 Special thanks to @atletico_dallas @neversitstill.tv @monikersf @modestworks #SoundDesign #MotionDesign #FilmSound #AudioPost #AtleticoDallas BehindTheScenes
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Don’t make football music. Make Atletico Dallas music. For Atletico Dallas, the goal wasn’t to write something big, loud, or generically “sports”. The music had to feel rooted in the identity of the club: community, movement, grit, pride, and place. That changes the whole approach. You stop asking, “How do I make this exciting?” And start asking, “What does this brand actually need to feel like?” That’s where the real work begins. Special thanks to @atletico_dallas @neversitstill.tv @monikersf @modestworks #SoundDesign #BrandMusic #MusicComposition #FilmScoring #AtleticoDallas
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Collaborated with the super talented @modestworks + @monikersf for a @dallastrinityfc campaign. I couldn't be more happy with the way it all came together. Follow 🔗 in profile to see the full series. ✌ Photographer / Director - @trevorpaulhus DP - @shaiderdivina Stylist - @thisistor Creatives - @robertmilam @modestworks @monikersf Client - @dallastrinityfc Agency - @agencybam @devon_day @cecilychambers
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Run River Run. Our 2026 campaign for @dallastrinityfc was about stepping up and stepping forward as a club. With a chip on their shoulder and a belief that nothing great is built overnight, Dallas continues to emerge as one of the defining teams of the Gainbridge Super League. Let’s go, Trinity. Let’s run. Created by @modestworks + @monikersf with photography by @trevorpaulhus.
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@blairgetzmezibov photographs the new brand reveal campaign for Atlético Dallas. Photographed on the outskirts of Dallas, Texas. Client: @atletico_dallas Creative Agency: @modestworks @monikersf #blairgetzmezibov #dallas @uslchampionship #worldcup @wyoartists
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