Counter_cult was a small business dedicated to highlighting grassroots soccer culture in Los Angeles. Paying homage to the city's emerging soccer scene of the mid-90s, I crafted a visual identity and campaigns that captured the essence and memories of this captivating era. From apparel design to custom accessories and jewelry, every detail was meticulously executed to reflect the passion and energy of this counter culture. Social media campaigns and graphics further amplified the message, calling back experiences that resonated with both die-hard fans and newcomers to the beautiful game.