ⓘ Visual System, Identity → 2023
MLS Season Pass is home to the most accessible & expansive programming lineup ever for MLS fans, only on Apple TV.
As a life long soccer (f útbol*) fan, I was excited to join the Marcom LA team to create an energetic visual language stemming from all things soccer. In collaboration with Trollbäck, we created a dynamic, atmospheric system that echoed the spirit of match day.
Type treatments—Broadcast & :30/:15s
Visual Identity
The Beautiful Game undoubtedly touches every corner of the globe—even beyond, I’m sure of it.
With both the 2022 Qatar World Cup looming and, more importantly, the 2023 MLS Season, we were in full-on Soccer (Fútbol!) mode.
We worked with Trollback to really dig into what it means to be a fan, and various ways of making it all come to life: the rush of the final whistle, smoke blurring your vision, drum beats taking over you and the echoing chants of a last minute brace
Though the MLS (and the sport in itself) is fairly new in the states, there’s culturally common/relative things, metaphors, etc. we chose to focus on to bring this to life.
Our type treatments are energetic and vibrant—giving you a sense of movement and rhythm a’la Tiki-Taka.
Matchups
A huge piece of the system was ensuring that bigger Type expressions adapted to things like static/display ads, etc.
These crucial components displayed game info (matchups, times, etc).
Although we wanted to keep our dynamic type treatments in play, we knew communication was the most important bit.
Every version was an extension of the broader system—type had to be fluid and adaptable to the smallest placement.
Information hierarchy was key.
Matchup placements with player imagery
Club Crest Lockups
Each club has their own distinct badge—some are rectangular, others circular or oblong. We needed to figure out a system that worked across the board for each team, which was adapted from the bigger MLS Season Pass lockup.
The result: a systematized layout which adapts to all current and future clubs, allowing for a clean and distinct visual hierarchy across the board.
To kick off the start of the season, we created social pieces which ran directly on Apple TV’s Instagram and other social channels—even on in store displays.
These were equally as energetic and emotive, showing players in a new light—on a new platform.
