Role: Design, Illustration, Art Direction
Client: Major League Soccer
I worked with Major League Soccer to develop a visual identity for the annual All-Star Week in Washington, D.C. that can be used across merchandise and the official match jersey. Thank you to the creative team for trusting me build a system of this scale, playfully exploring DC’s cultural & historical tradition in a way that hasn't been done before.
The primary motif is derived from deconstructing & reconfiguring the district's iconic twin-stripe-3star flag seen here in patterns, icons and lock ups. I had a lot of fun exploring ways to tie such a broad visual landscape together, including but not limited to the rhyming between the Target logo which features prominently across all branding touchpoints, concentric circles and eye motif. Merch was available for all attendees of the event and in the official MLS Store.
Photographer: Jared Soares
Stylist: Lucas Mendes
Stylist Assistant: Keith Witherell
Lighting: Justin Gellerson
Talent: Nickthekidd Maya Stephen Sebastian Hendi
BTS: @malliethefool
Match Photography: Stade NYC