Building a Team
And a Brand
THE OPPORTUNITY: Develop a new Major League Soccer club’s identity, including the team’s name, narrative, vision, purpose, colors and crest design – plus the campaign that introduces the new identity to the fans, city and league.
THE JUMP: 88% positive sentiment for the club’s brand identity on social media upon introduction; new MLS records in merch and ticket sales
The Crest & Colors
For our club’s visual identity, we wanted a modern aesthetic that was still undoubtedly “St. Louis.”
The crest features STL’s iconic Arch, standing as a gateway, open to all. Two lines representing the Missouri and Mississippi rivers combine to form a proud, united symbol of our city – and our spirit.
Our colors were inspired by the St. Louis flag, a bold interpretation for a new generation.
The Launch
Due to the pandemic, the club name, crest and colors were announced via livestream to a “sold out” room. Weeks prior, fans were invited to submit photos which became their cutout avatars, putting them in the room vicariously.
Online, a video campaign featuring the voice of actor Sterling K. Brown introduced the club’s brand narrative and identity.
And throughout our community, a parade of custom CITY-designed AUDI vehicles (MLS sponsor) hit the streets and gave fans their first taste of CITY swag.
live streams of event
million video views
global news stories
Digital/Social Engagement
million impressions
stlCITYsc.com page views
email open rate
email click rate
Swag Patrol
A parade of custom CITY-designed AUDI vehicles hit the streets and gave fans their first taste of CITY swag.
