Atlanta United
Unite & Conquer
PROJECT: Building a sports brand from scratch, more specifically, launch an MLS franchise without a team, a coach, or even a stadium.
Atlanta is a city of transplants. Most of these transplanted sports fans already had a favorite football or baseball team from back home, but they had no way to show love for their new hometown. We turned the launch of a new MLS team into a new way to celebrate a city united by swagger and hustle.
For two seasons, every home game was sold out. The NY Times, ESPN, and Sports Illustrated called our campaign the most successful brand launch in pro sports history. There is currently a three-year waiting list for season tickets, and Forbes has named Atlanta United as the most valuable team in the MLS for that past two years.
AGENCY: Chemistry
Unite & Conquer
Our fans and our players appeared side-by-side on billboards while long copy ads, mantra videos, and in-game rituals reinforced the message that together, WE ARE UNITED.
Executions focused on street level conversations, making the town part of the team.
Brand Book & Identity Guidelines (Sample)
Select pages from the comprehensive brand book we developed alongside Atlanta United’s internal design team.
Building Rituals
THE GOLDEN SPIKE
Atlanta is, and has always been a transit city. Born at the intersection of two railroads, a Golden Spike was used as the last spike to be hit into the rails to connect/unite them. We turned this history into a living symbol. The Golden Spike is both a mark, and a ritual that unites us all.
Founding Members received a Golden Spike bottle opener gift.
THE NEIGHBORHOOD FLAG
Following our MLS Championship season we redesigned the fan flag to showcase how the city fuels the 5-Stripes. Evolving the Unite and Conquer story.
Names of all the Atlanta neighborhoods.
CREATING A RIVALRY
Prior to Atlanta United's first-ever road match against Orlando City FC we helped spark the rivalry by running a billboard directly across from Orlando City's stadium. We not only made a statement, we got national attention when Orlando City fans tore the board down—resulting in earned media coverage across the sports world.
ROOTED IN THE ATL
PERMANENT LANDMARKS
We helped fans petition the city to change the name of Confederate Ave. to United Ave. And after the signs went up, Atlanta and United intersection was adjusted to have #AtlantaOnTop to read Atlanta United.
JOCK TAG 2020
THE COIN
Minted in the ATL. This is our Mark of Excellence. The “Spiked A“ symbol drives a connection between club, city and our fans on match day. Below it, a small “D” represents Dahlonega, where gold was first discovered in Georgia in 1928.
JOCK TAG 2021
THE 5 & CROWN
5 Year. 5 Pillars. 5-Stripes. A jocktag celebrating our 5th Anniversary season, signifying the milestone and growth of our club. A crown over the 5 against a backdrop of our traditional 5-Stripes, illuminates our royalty, recalls our past and reminds the world that Kings Reign Here.
