The brand positioning for MLS in 2013 was THIS IS SOCCER. Catering to the GEN-Y fan, we pushed for a look and feel that captured the passion and attitude of the game.

RISE OR FALL was the social media promotion of MLS Cup 2013. We compiled players and fans from each of the remaining clubs in contention for the championship. Each week as teams were eliminated, we would remove them from our social media platforms until a champion was crowned.

March to Soccer replaced MLS First Kick in 2013, expanding into five events that spanned over a three month period. The five pillars of March to Soccer were SuperDraft, Preseason, Jersey Week, Opening Match and Rivalry Week. It was a league wide initiative where we created a club specific toolkit for each team to activate in market. The creative consisted of print, web and social media applications.

Event and collateral elements for MLS CUP 2012 in Los Angeles.

Event and collateral elements for the 2012 AT&T MLS All-Star Game in Philadelphia.

The FMF 2012 U.S. Tour is an event that consists of a series of friendly competitions that serve as a tune up for international tournaments, such as the FIFA World Cup or the CONCACAF Gold Cup. These are posters, game programs, and web materials which are produced in Spanish and English.

MLS First Kick was the opening match to start the 2012 regular season. These are the promotional materials we created for print, web and social media.

Event and collateral elements for MLS CUP 2013 in Los Angeles.

The CONCACAF Gold Cup is an international tournament that occurs every two years and determines the regional champion of North America, Central America, and the Caribbean. Twelve countries squared off in twelve different cities across the U.S. to determine the winner.

Examples of weekly promotion for the nationally broadcasted matchups in 2012.

Promos for the MLS Mobile App. Proving it is more than just news and scores.