Challenge The Philadelphia Union, the newest franchise of Major League Soccer needed an agency to help them develop a new Brand Identity System for the team as well as a core messaging platform to help them launch into the local market and engage their fan base. With opening day set for April 2010, there are many marketing initiatives that are happening simultaneously.
Solution We developed a Brand Identity System that leveraged the great American history of Philadelphia as well as its deep soccer roots. With no access to players, stadium or game footage, we based our communications platform on the core equities of professional soccer and the game experience fans can expect when the team begins play.
Result The team is on track to becoming one of the top 3 MLS teams in season ticket sales.
What We Did Strategy and creative execution for print, TV, radio, online and collateral materials.
