Team USA Skateboarding is set to take center stage at the 2028 LA Olympics, calling for a bold and unified identity.

Born in California in the early ‘70s, skateboarding returns home for the 2028 LA Olympics. This project draws from this heritage to build a unified and culturally grounded team identity.

With the country facing political polarization, I designed this identity to stand for unity, weaving together all sides into one story. Representing Team USA in this way helps restore a sense of collective pride. To convey this, I began by designing an icon to represent unity among the many different people that make up America. This icon influenced the skate deck and apparel design.

Role
Lead Designer

Deliverables
Apparel, Deck
+ Tech packs

Timeline
15 weeks

Year
2024

Research

PHASE 1

Visual Audits

Tokyo 2020 & Paris 2024 USA
Skateboarding Identity

Skateboarding in the 70s

Team Identity

PHASE 2

Unity Symbol

Sketch Variations

Vector Symbol

Skateboard Design

Deck Sketches

Final Deck Design

Apparel Design

Inspired by 1970s fashion, the ringer tees and rugby shirts introduce nostalgic American tones and give skaters versatile pieces for expression on and off the board.