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Last Updated 24.10.31

DIAG Studio

BRYCE DUKE FOUNDATION

BRAND IDENTITY
ART DIRECTION
LOGO DESIGN
CAMP ACTIVATION
PRODUCTION

At the start of 2025, I got a referral to an open IG-story post from a pro baller named Bryce Duke. He was searching for a designer to help him build his foundation’s visual identity, so we linked up over IG and set up a call.

I learned Bryce is an Arizona native, who’s freshly signed with San Diego FC, and (back then) was at Montreal CF, and previously at Inter Miami FC, and LAFC — dream club resume, and would later find out it was backed by insanely technical ability, clinical decisions on the ball, and a creative flare — a true #10, with a sense of style on and off the pitch.

This wasn’t going to be a gimmicky charity foundation, it was going to be a legacy project that stands the test of time and has true purpose behind it: building pitches, providing resources and programming for youth athletes, with the message to “inspire dreams”. This would also be the core of a lifestyle brand that stems from Bryce’s identity and interests. But to be honest, the two don’t always go together. When you think of a purpose driven, youth developing and community focused brand, it’s not immediately linked to being fashionable.

Unlocking this was the funnest part, and these were the steps we took in the design process that ultimately led us to building the foundation and its first ever youth camp in just 5 weeks.

Subscribe to our “STU-WORD” publication on Substack to see our week-by-week process to pull it off.