As a first-time tournament, the festival needed to quickly build awareness and connect authentically with street soccer players and community members across the city. The campaign had to feel grassroots and culturally grounded while still functioning at a citywide scale. In addition, all assets needed to be adaptable for bilingual audiences, with designs duplicated in both English and Spanish without losing clarity, impact, or tone.

Tenderfruit developed a flexible visual system that translated the raw energy of street soccer into high-impact public and digital assets. To ground the campaign in the community it aimed to reach, I joined organizers at a pickup game on Chicago’s South Side, where I photographed players and gained insight into the tournament structure and target audience. These firsthand observations informed the campaign’s visual language and messaging. I then adapted all assets for Spanish-language audiences, ensuring consistency, accessibility, and cultural resonance across both versions while maintaining the campaign’s bold, high-energy feel.