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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In their seventh season, Minnesota United needed a bolder creative identity. Working with an in-house team, we introduced Legion of Loons — a narrative unifying the club, players, and fans to capture the intense matchday energy at Allianz Field. Visually, this strategy emphasizes high-emotion photography and on-field action, all tied together by an adaptable design system built for future growth.
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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.
-
In their seventh season, Minnesota United needed a bolder creative identity. Working with an in-house team, we introduced Legion of Loons — a narrative unifying the club, players, and fans to capture the intense matchday energy at Allianz Field. Visually, this strategy emphasizes high-emotion photography and on-field action, all tied together by an adaptable design system built for future growth.
-
Creative Direction
Art Direction
Illustration
Design
Merch
