MLS Next Pro
Defining a new league to elevate North American soccer
MLS Next Pro is a new professional men’s soccer league that is accelerating the future of North American soccer. Bridging the gap between early player development and Major League Soccer, it provides a sought after space for promising athletes who are looking to advance to the next level.
Most intermediate sports leagues are seen as second-tier. We were brought in to change this paradigm, ultimately bringing to life a brand that is premium and sought-after.
Through rapid immersion and collaboration with key stakeholders, we identified a brand purpose and positioning that activates local communities and generates excitement among MLS players, sponsors, and owners.
Our creative work was inspired by the core idea of Never Not Improving: an expression of the constant drive needed to rise to elite player status.
The identity is dynamic and youthful, with a custom typeface that mimics movement on the pitch. The visual language is designed to live within streetwear culture, giving the players a badge they are proud to wear.
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Custom MLS Next Pro typeface developed in partnership with Daniel Quisek and Displaay.
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Custom MLS Next Pro typeface developed in partnership with Daniel Quisek and Displaay.
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Custom MLS Next Pro typeface developed in partnership with Daniel Quisek and Displaay.
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Custom MLS Next Pro typeface developed in partnership with Daniel Quisek and Displaay.
