Carolina Railhawks
Identity and logo design, public relations
When the United Soccer League (USL) announced its formation of a professional team in the Triangle area, Kelly MarCom was chosen to develop a name for the team, create a unique visual identity to thrill the area’s exploding fan base, and direct its first public unveiling.
When the United Soccer League (USL) announced its formation of a professional team in the Triangle area, Kelly MarCom was chosen to develop a name for the team, create a unique visual identity to thrill the area’s exploding fan base, and direct its first public unveiling.
Kelly MarCom’s brand discovery process led us deep into the world of professional soccer to determine the best choices for names that would make a strong and lasting impression on the public and the USL. The result of our research and discovery process was a new team name, “Carolina RailHawks,” and its vibrant logo. Far-reaching public relations efforts set the stage for introducing the RailHawks name and logo, launched at the USL-1 All Star Game. Kelly MarCom orchestrated the unveiling accompanied by its high impact audio presentation. The production generated excitement amongst the thousands of fans in attendance. After halftime, t-shirts with the new logo were available along with other promotional gifts to generate energy and brand loyalty from the introduction.
After the launch, the RailHawks reported 15,000 occurrences of press coverage from media outlets throughout the state. Printed materials followed to introduce the new team to the public. Kelly MarCom went on to design collateral material to extend the team’s identity and ensure its success in the inaugural season.
