NM YAFL Brand Identity
A new look for a new player experience
THE BRIEF
With a new regional sports complex in construction, NM YAFL seized the opportunity to update their brand identity in preparation for their new home turf - Mesa Del Sol.
THE TEAM
Creative Direction
Josh Blair
Graphic & Brand Design
Anna Klemmer, Blaze Perri
The New Mexico Young America Football League (NMYAFL), a staple in fostering youth football and cheerleading since 1966, approached Estime with an exciting challenge: to rejuvenate their brand and solidify their identity in the athletics community. Coinciding with the construction of Bernalillo County's new regional sports facility at Mesa del Sol—a development set to become the prime venue for NMYAFL's programs—this juncture presented a unique opportunity. NMYAFL sought to leverage not only the new complex but also their 58th anniversary milestone to breathe fresh life into their brand, reflecting their legacy in nurturing young athletes and promoting community engagement through sports.
Recognizing the significance of this pivotal time for NMYAFL, we were tasked to conceive a brand update that encapsulates the organization's rich history, its commitment to youth development, and the exciting future that lies ahead with the Mesa del Sol sports complex. This new partnership was envisioned to elevate NMYAFL's brand presence to match the quality of its programs and to resonate with the larger audience that the new facility would host. The overhaul aimed at bolstering brand recognition, instilling pride among participants, and enhancing the league's impact in empowering young athletes and cheerleaders in New Mexico's diverse communities.
