In their own words
The old crest had a hand-drawn charm we respected, but it wasn’t performing today.
Understanding how GJØA lives day to day in Brooklyn, how families experience the club, and what the Norway Cup means across generations gave us real perspective.
At the onset of this project, the Citrix wordmark was not on the table, nor up for discussion, having been set in stone for three decades.
Nobody sees the world like Matt Blease; he offers a whimsical but remarkably instinctive perspective on modern life (and work).
Articles & interviews
- How Athletics rebuilt the brand of New York’s oldest youth soccer club
Athletics rebranded Sporting Club GJØA, New York’s oldest youth soccer club, creating a modern yet heritage-rooted identity centered on a geometric ship crest. The design honors the club’s Norwegian maritime origins while improving functionality across uniforms, signage, and digital platforms. Photography by North Sea Air and typography by Luzi Type’s Yport complete a system that reflects community pride and continuity.
- Athletics' personable identity for Citrix provides the software giant with the 'space to succeed'
Athletics created a personable new brand identity for Citrix, repositioning the software giant as a strategic partner focused on employee experience. The rebrand centers on a human, approachable wordmark and uses Public Sans, soft illustrations by Matt Blease, and collaborations with studios like CATK, Buck, and Huge to express the brand’s new strategic premise: 'the space to succeed.'