THE GOALPOST
Multiple cups with colorful designs featuring the phrases 'The Goalpost' and 'Rules of Reggs,' in green, orange, and white, on a dark green surface.
A graphic design style guide titled 'The Goal Post'. The guide features a black and white logo, typography samples with fonts ITC Avant Garde Gothic Pro Bold and Museo Sans Regular, a black icon resembling a sports goal post, and color swatches with their names and hex codes, including Field Goal, Game Day, Midnight Kickoff, Ranch House, and Chalk Line.

Overview

The Goalpost was a football-themed seasonal pop-up at Rules & Regs. I helped bring one of the client concepts to life with bold colors, energetic layouts, and sporty typography that captured the excitement of game day. The palette drew inspiration from Austin’s two main teams—Austin FC and the UT Longhorns—adding a local, spirited touch.

Challenge

Design a visual identity that felt lively, immersive, and fun, while complementing the stylish atmosphere of the venue.

My Role

Concept support, branding direction, and designing key visual elements that brought the energy of football season to life.

Outcome

A memorable, engaging pop-up that felt like a true game day destination through visuals, color, and personality.

Art Direction
Penny Moore and James Moore

Graphic collage with a football theme, featuring a goalkeeper with raised hands, a football on the ground, and a stylized background in green, beige, and orange blocks. Overlaid text reads ‘From football to fútbol’ alongside The Goal Post logo.
Two cans with the words 'The Game Over' on the labels, one green and one orange, placed on a light background.
Circular cards with sports and motivational themes, including phrases like 'THE GOAL POST' and 'HOOOK' in green and orange, a black and white photo of a soccer player kicking a ball, and an image of a football player's legs and hand holding a football.
People celebrating with clinking glasses of beer in a bar or restaurant.
Four sports-themed posters featuring soccer and football phrases, with images of athletes and sports equipment, using orange, green, and white color schemes.
A young girl sitting alone at a table in a cafe, reading a book. The cafe has beige walls, wooden tables, and chairs. There is a large green and white abstract poster on the wall that says 'OLÉ' repeated three times.

Tools
Illustrator, InDesign, Photoshop