brand Identity Launch

for The U.S. Soccer Federation

Launch A Brand Identity

For the launch of U.S. Soccer’s first major rebranding since 1995, the Federation wanted to do more than just host a press conference and release an “explainer” video on social media. Instead, we created a custom experience that launched the brand in both the virtual and physical worlds.

By Breaking the Mold

Custom kits featuring a virtual reality video experience that unlocked a scarf with the new crest were sent directly to over 10,000 current and former National Team players, fans, media, and other influencers - with no notice and careful shipping that ensured every package arrived on the same day.

For Athletes and Fans.

The approach let the crest reveal come directly from U.S. Soccer’s fans and athletes organically. It delivered a surprise experience with a physical product bearing the new brand identity to the front doors of the Federation’s most important stakeholders.