The Fort Creative
Placeholder image: Southlake Carroll Dragons concept hero, final art to come

Concept work. Not affiliated with or commissioned by Carroll ISD.

Southlake Carroll Dragons

Southlake Carroll Dragons, 2026

  • Identity
  • Merch

A ground-up identity concept for the Southlake Carroll Dragons, built on a custom typeface drawn letter by letter.

What we delivered

  • Carroll Cut, a custom all-caps athletic display typeface
  • Primary and secondary marks
  • Uniform direction
  • Brand guidelines

The idea

Southlake Carroll is one of the most recognizable programs in Texas high school football. This concept asks what a complete identity system looks like if it were built for the program today: one typeface, one family of marks, one set of rules, from the helmet to the scoreboard.

Carroll Cut

The system starts with type. Carroll Cut is an all-caps athletic display face, A to Z and 0 to 9, drawn by hand in Illustrator one letter at a time and built into a working font from our own outlines. Nothing traced, nothing bought. It is made to sit on a jersey number, stack on a scoreboard, and read from the top row.

Placeholder image: Carroll Cut type specimen, final art to come

Marks, uniforms, guidelines

TODO: process write-up for the marks and uniform direction.

Placeholder image: Carroll Dragons primary and secondary marks, final art to come

Placeholder image: Carroll Dragons uniform direction, final art to come

Placeholder image: Carroll Dragons brand guidelines spreads, final art to come

Concept work. Not affiliated with or commissioned by Carroll ISD.