MLS All Star Game 2023 Merch Identity

Role: Design, Illustration, Art Direction

Client: Major League Soccer

I worked with Major League Soccer to develop a visual identity for the annual All-Star Week in Washington, D.C. that can be used across merchandise and the official match jersey. Thank you to the creative team for trusting me build a system of this scale, playfully exploring DC’s cultural & historical tradition in a way that hasn't been done before. The primary motif is derived from deconstructing & reconfiguring the district's iconic twin-stripe-3star flag seen here in patterns, icons and lock ups. I had a lot of fun exploring ways to tie such a broad visual landscape together, including but not limited to the rhyming between the Target logo which features prominently across all branding touchpoints, concentric circles and eye motif. However, there is much more to this system not seen here that I will share later. Merch will be available if you are attending the event. In the meantime please check out the MLS Store for more designs and merch not featured here.

Photographer: Jared Soares

Stylist: Lucas Mendes

Stylist Assistant: Keith Witherell

Lighting: Justin Gellerson

Talent: Nickthekidd Maya Stephen Sebastian Hendi

BTS: @malliethefool

Match Photography: Stade NYC