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. However, there is much more to this system not seen here that I will share later. Merch will be available if you are attending the event. In the meantime please check out the MLS Store for more designs and merch not featured here.
Role: Design, Illustration, Art-Direction
Additional thank you to Jared Soares & crew for the beautiful, chill, hazy, sun-drenched kit launch photography. Crew below. Photographer: Jared Soares
Stylist: Lucas Mendes
Stylist Assistant: Keith Witherell
Lighting: Justin Gellerson
Talent: Nickthekidd Maya Stephen, Sebastian Shendi
BTS: @malliethefool
Match Photography: State.NYC