MLS Archive
SERVICES
Art Direction
Branding
Product Storytelling
YEAR
2022 - Present
INFO
What does football heritage look like when it isn’t European?
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For the past several years, I’ve helped define and execute MLS Archive as an answer to that question, creating a space for the league to look at its own history, culture and identity through a distinctly American lens. Instead of borrowing the visual codes of European football, Archive draws from the wider history of American sport: the typography of baseball, the graphics of hockey, the spectacle of basketball, the legacy of iconic venues and the identities of the cities and communities that have made the game their own.
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The strategy gives MLS a new way to celebrate its past while creating something that feels uniquely of its place and time. Every club has its own story, but together they form a broader expression of what soccer in America can be. Archive isn’t nostalgia for a game that was. It’s a way of building the visual history of the game that’s still becoming.
