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
Visual identity · UX/UI design · Shopify development · Branded assets
The Goal:
To deliver a modern, engaging, and premium e-commerce experience that embodies Angel City FC’s values and connects with its passionate fan community.
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The Challenge:
The existing online store lacked structure and visual coherence, failing to represent the bold, inclusive spirit of Angel City FC. The challenge was to redesign the entire shopping experience — from navigation to branding — to better engage fans and elevate the perception of the club’s merchandise.
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The Result
A full UX and visual overhaul, including research and a new site architecture, development of a distinctive visual identity and design system, creation of wireframes and high-fidelity mockups, and full implementation on Shopify. The design extended beyond digital, with custom visual elements such as logo variations, stickers, tissue papers, and 3D packaging concepts.
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