Atlanta United

Brand Identity and Campaign for Inaugural Season

Client: Atlanta United FC
Services: Branding Identity


Atlanta United FC, the new soccer team to arrive in Atlanta with their inaugural season in 2017, was looking for branding that created excitement around the new team and sell-out every home game as well as have a solid and consistent brand identity that represented the team and their home in Atlanta.

My Role

For this project, I worked with the creative team to concept, art direct and design various branding elements, photo treatment and ad materials. Placement of materials ranged from printed publications, out-of-home, digital, as well as some alternative placements such as wild postings and transit wraps.



The most successful sports franchise launch in history according to ESPN and Sports Illustrated. A 3-year waiting list for season tickets and the league’s single-game attendance record broken 5 times in the first season and a half. Atlanta United’s 45,000 plus average home attendance is higher than any NBA or MLB team. The number is higher than the average attendance for the 2018 World Cup – a testament to a team and a city united.