MLS ALL-STAR GAME 2023
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 touch-points, concentric circles and eye motif. Merch was available for all attendees of the event and in the official MLS Store.
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
