Angel City FC’s
E-commerce Website
Complete redesign of the official e-commerce website for Angel City FC, a professional women’s soccer team competing in the National Women’s Soccer League (NWSL).
The project aimed to create a cohesive digital experience that reflects the team’s strong identity, community-driven values, and dynamic energy.
Client
Monarch Collective
Service Provided
UX Research · UX/UI design · Visual identity · Design system · Shopify · Graphic design · 3D packaging
Project Overview:
Angel City FC is more than a football club - it's a cultural movement. As one of the most influential teams in the NWSL, the brand embodies power, community, and modern femininity. I was commissioned to completely redesign their official e-commerce website, covering the entire design lifecycle: from UX research and information architecture, to visual identity creation, design system, wireframes, high-fidelity UI, and full Shopify implementation.
Beyond the digital experience, the project also extended into graphic design and physical brand assets - including logo variations, stickers, tissue paper, mailer packaging, and 3D packaging concepts - creating a fully cohesive brand universe from screen to physical product.
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The Challenge:
The existing store lacked structure, visual coherence, and failed to capture the bold, inclusive spirit of Angel City FC. Navigation was too product-driven, storytelling was absent, and the mobile experience - despite representing the majority of traffic - was the weakest part of the platform.
The challenge was to redesign the entire shopping experience from the ground up, elevating both the brand perception and the usability of the platform.
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The Research & Discovery
I started with an in-depth UX audit of the existing site, competitor benchmarking, and analysis of user behavior patterns.
Three key insights emerged: fans wanted emotion, identity, and storytelling - not just products. Navigation lacked lifestyle context. And mobile users were massively underserved.
From these findings, I redefined the information architecture, introducing a more editorial and community-focused structure with clearer product pathways - shifting the experience from transactional to aspirational.
3
The Design Process
I designed a new visual identity to reflect Angel City FC's energy and values: bold typography inspired by street culture and sports heritage, a strong color palette echoing the club's confidence, and graphic elements inspired by movement, unity, and empowerment. A modular design system was built to ensure consistency across all digital touchpoints and allow the brand to easily launch future campaigns, collections, and collaborations.
From wireframes to high-fidelity mockups, I designed the full e-commerce experience with a strong focus on mobile usability, editorial storytelling, and conversion. The site was then fully implemented on Shopify.
To extend the identity beyond the screen, I also designed a complete set of physical brand assets: logo variations, stickers, tissue paper, mailer packaging, and 3D packaging concepts - creating a coherent brand universe from the digital experience to the physical unboxing moment.
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The Result
A complete UX, visual, and brand transformation - combining a new site architecture, a distinctive visual identity, and a scalable design system with full Shopify implementation.
The result is a seamless, editorial e-commerce experience that repositions Angel City FC as a premium lifestyle brand, strengthens the emotional connection with fans, and creates a consistent and memorable brand world across every touchpoint - digital and physical.
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