FC Dallas x National Soccer Hall of Fame
2024
Role
Graphic Design • Editorial Design • Print Production
Deliverables
Executive Booklet • Cover Design • Editorial Layout • Print Specifications
National Soccer Hall of Fame Booklet
Designing an executive publication that balanced premium craftsmanship with practical production.
Overview
For 2024, the National Soccer Hall of Fame looked to produce a booklet for the Govenor's Board meeting. The publication serves as an executive overview of the museum's progress, initiatives, and future vision.The original request called for a luxury piece that mimicked the Hall of Fame's star-shaped logo. After evaluating the concept, I identified several production and usability challenges that would compromise both readability and budget. Rather than simply executing the brief, I proposed a refined direction that maintained the premium feel while improving function and reducing production complexity.
Challenge
The initial concept centered around a custom die-cut star shape inspired by the National Soccer Hall of Fame logo.
While visually interesting, the format introduced several issues:
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Reduced usable space for editorial content
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Increased production costs
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More complicated binding and finishing
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Lower readability throughout the booklet
Instead of forcing the design to fit the shape, I presented an alternative solution focused on craftsmanship rather than novelty.
Original Concept vs Final Direction
The revised concept shifted to a traditional square format while preserving the premium qualities the client wanted.
Design Strategy
Premium through materials over shape.
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Rather than relying on an unconventional format, I focused on production details that elevated the piece.
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The final booklet featured:
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Soft-touch laminate cover
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Silver foil stamping
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Custom embossed cover
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Hand-stitched spine inspired by a stitched soccer ball​
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These finishing techniques created a tactile, premium experience while keeping the publication practical to print, easier to read, and within budget.
Editorial Design
Organizing an overview of The Experience.
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The interior was designed to communicate complex information in a clear, engaging way for board members and stakeholders.
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Layouts combined:
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museum photography
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historical imagery
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infographics
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timelines
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exhibit highlights
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executive messaging
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A consistent grid system and restrained color palette helped maintain readability while reinforcing the Hall of Fame brand.
