Building with ... Ian Blackley, San Francisco City FC

They discuss the role of Ian Blackley in refining the brand identity of San Francisco City FC and forming partnerships with local nonprofits. They talk about finding and supporting the supporter-owned soccer team and their excitement about the team's unique concept and merchandise. They discuss meeting the president of the club and pitching the idea to work with the advertising agency at their school, and talk about redesigning the club's website and creating short videos. They explore how fan ownership affects the perception of success for San Francisco City FC, and discuss the importance of sustainability for low-ability soccer clubs and building a fan base. They emphasize the importance of standing out and being different in the San Francisco soccer market, and discuss the community response to their brand.