MLS

We reimagined a revamped mobile app to individual teams, player pages, and an overall MLS dot com. We explored what the next phase of MLS fandom could be. Only about 40% of American soccer fans follow the MLS - said differently, fandom is still fairly nascent. Our research made it evident too that fans build their own version of fandom, adhering to traditions and respecting team lore, while incorporating their own interpretation of what it means to support the team on the pitch.

To help fuel interest in the MLS and give all fans access to the sport, we sought to build a connected fan experience that treats each channel with purpose and funnel fans to what is most relevant to them. Our work explored what a compelling evolution of the MLS visual identity could look like, as well how a comprehensive system of modular components and storytelling elements could come to life.

(Credits)
Elissa Dailey, AhnaMia Maranon, JP Burcks, Ryan Vancil, Matt Langen, Linnea Steves