MN UNITED FC
Branding Minnesota’s MLS club
When Bill McGuire and co. walked into the offices of Zeus Jones looking for help branding Minnesota’s professional soccer team, the office was abuzz with excitement. Months of effort, and round after round of refinement, resulted in one of professional sports’ most striking and beautiful designs. I had the honor of leading the design effort and creating what’s now emblazoned across kits, turf, scarves, and a brand new stadium in St. Paul.
Zeus Jones has continued to grow United’s brand. I highly recommend you head over to their site for a more thorough case study—follow the link at the end of this abbreviated recap.
CREATIVE DIRECTION & DESIGN | COMPLETED WHILE AT ZEUS JONES
The common loon
Unforgettably beautiful, deceptively powerful, and willing to fight to the death over its territory. Before these words were used to describe Minnesota’s MLS team, they were used to describe its state bird. The common loon is anything but common, and from the jump, I knew we’d find no better source of inspiration for MN United FC’s identity.
Evolution of the mark
ROUND 1
ROUND 2
ROUND 3
A modern take on the ubiquitous crest
The final badge
Dressing the part
Inaugural home kit
We included a healthy amount of the common loon’s territorial fighting spirit in United’s home kits. The result is something that stands alongside the great clubs of world football.
Inaugural away kit
When designing the away kits, we opted for a different sign of strength and confidence: understated sophistication.
A small bit of process
Unselected kit designs
