New World.
New Game.
Leagues Cup 2023
Leagues Cup 2023 marked a historic moment—uniting MLS and Liga MX into one groundbreaking tournament. The event spanned three countries, bridged cultures, and redefined North American soccer fandom. New World. New Game. encapsulated our vision: blending diverse soccer cultures into a unified, yet distinctly vibrant narrative. The campaign celebrated soccer's rich heritage while embracing an evolving, interconnected future.
Two leagues, one shared soccer language
The goal was to craft a cohesive visual language that authentically reflected diverse fan identities, resonated emotionally, and amplified the tournament's groundbreaking nature.
Creative vision
Through meticulous creative direction, we established a unified yet flexible visual style. Bold typography (Druk type family) communicated authenticity, every artwork leveraged the lines of the Leagues Cup trophy to frame the asset composition, ensuring a cohesive and thoughtful visual storytelling across all campaign materials.
Documentary-style Fan Photography
Offered genuine, street-level portraits emphasizing the vibrancy and spirit of local fan cultures.
Impact & Legacy
Leagues Cup 2023 set a new standard for how soccer is experienced across North America, sparking unprecedented engagement and cultural exchange. It didn't just attract attention—it cultivated community, creating lasting connections between players, fans, and cities.