Given a city at random, we had to create a sports expansion team from scratch. We developed branding, team branding, and a campaign. I wanted to create a story and team that only worked for San Diego and drew inspiration from their diversity. With over 1 million people, they pride themselves in not only being Cali’s second largest city, but also being one of the most culturally diverse cities in the US. Ultimately the hundreds of languages, countless neighborhoods, and millions of people unify to create the colorful, vibrant energy that is their beloved San Diego. Like the coastal waves, they roll together and they roll deep.