Legion of Loons
Spanning three seasons from 2023 through 2025, Legion of Loons is the longest-running brand campaign in Minnesota United FC’s history. I collaborated with a small in-house team on the campaign’s creative direction and executed all major visual touch-points.
Photos: MNUFC, Jordan Johnson
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Update Minnesota United’s in-season campaign styling to speak to a broader audience and elevate the club’s visual and narrative presence.
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Entering into their seventh season, Minnesota United was struggling to find their creative identity. Previous campaigns had not ambitiously pushed the brand’s strategy or visual palette into new territory.
The first challenge was to define the relationship between the organization, its players, and the fans. These three pieces were united as Legion of Loons—the narrative intersection describing the self-feeding energy cycle of matchday at Allianz Field.
Visually, Legion of Loons sought to capture a more intense side of the club. Photography focused on emotion, intensity, crowd response, and on-field battles. I tied everything together within a design system that amplified core brand elements, creating a platform for future growth-and adaptation.
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Creative Direction
Art Direction
Illustration
Design
Merch
Legion of Loons
Spanning three seasons from 2023 through 2025, Legion of Loons is the longest-running brand campaign in Minnesota United FC’s history. I collaborated with a small in-house team on the campaign’s creative direction and executed all major visual touch-points.
Photos: MNUFC, Jordan Johnson
-
Update Minnesota United’s in-season campaign styling to speak to a broader audience and elevate the club’s visual and narrative presence.
-
Entering into their seventh season, Minnesota United was struggling to find their creative identity. Previous campaigns had not ambitiously pushed the brand’s strategy or visual palette into new territory.
The first challenge was to define the relationship between the organization, its players, and the fans. These three pieces were united as Legion of Loons—the narrative intersection describing the self-feeding energy cycle of matchday at Allianz Field.
Visually, Legion of Loons sought to capture a more intense side of the club. Photography focused on emotion, intensity, crowd response, and on-field battles. I tied everything together within a design system that amplified core brand elements, creating a platform for future growth-and adaptation.
-
Creative Direction
Art Direction
Illustration
Design
Merch
