In their own words
Wasn’t about making the club look old but about avoiding signals that would date it.
We wanted the story to feel uncovered, like an act of archaeology.
It doesn’t look like anyone else in the city, which was always the goal.
Dallas is a city with some big sports brand personalities, so doing something different was a focus from the start.
We consider work in the sports space to be cultural projects – they reflect the culture and build into its future.
From the beginning, our strategy landed on the idea that the most defining characteristic of Dallas is its approach to potential.
Articles & interviews2
- Mouthwash Rebrands Bonnie Clyde Eyewear With Romantic New Identity
Dallas-based ModestWorks and San Francisco-based Moniker created Atlético Dallas’s identity ahead of the club joining the USL Championship in 2027. Built around a fabricated but place-rooted myth of the Mexican Grey Wolf and rattlesnake, the system features a hand-painted heraldic crest, historic serif and sans typography, custom blackletter numerals, and a Texas-derived palette.
- ModestWorks and Moniker Craft Identity for Dallas Trinity FC Honoring City Essence
ModestWorks and Moniker collaborated on the brand identity for Dallas Trinity FC, the city’s first professional women’s soccer team. Drawing inspiration from Dallas’ culture, architecture, and history, the identity features a Pegasus crest, custom typefaces, and a refined color palette that celebrates the city’s spirit. The project emphasizes local pride and timeless sophistication for a new era in Dallas sports branding.