Boston Legacy FC has learned a crucial lesson before even setting foot on the field or signing a player: It’s OK to try again.
“It’s been a learning process and we had a hiccup when we launched the first pieces of our brand, as you know and everyone else knows,” owner and controlling manager Jennifer Epstein told The Athletic on Friday.
While “hiccup” might be an understatement of how the first attempt at a brand launch went for the 15th NWSL club, between the original name of BOS Nation FC and the “Too Many Balls” campaign, everyone in Boston gave themselves time and space not just to own it and learn, but to move on.
In March, the team announced its new name. When it came time to think through the launch of the first crest and brand, the club took its time.
Set to begin play next year, Boston Legacy FC is ready to spread its wings, completing a five-month design process following the team’s decision to rebrand. As part of that, Legacy FC hired experienced designer Matthew Wolff to lead the specific project of the new crest, with the team name already announced and the colors dating back to the team’s original launch last year.
The club sought an expert they could trust — enter Wolff, a known designer in the soccer world — and enlisted brand advisors in…
