MLS - Brand Architecture, Brand Identity, Brand Purpose & Positioning, Motion Design, Type Design

MLS Next Pro is a new professional men’s soccer league that is accelerating the future of North American soccer. Bridging the gap between early player development and Major League Soccer, it provides a sought after space for promising athletes who are looking to advance to the next level.

Most intermediate sports leagues are seen as second-tier. We were brought in to change this paradigm, ultimately bringing to life a brand that is premium and sought-after.

Through rapid immersion and collaboration with key stakeholders, we identified a brand purpose and positioning that activates local communities and generates excitement among MLS players, sponsors, and owners.

Our creative work was inspired by the core idea of Never Not Improving: an expression of the constant drive needed to rise to elite player status.

Link to full case study.​