A soccer player in a blue uniform running on the field during a game.

MNUFC Heritage Kit

In celebration of 50 years of professional soccer in the Northstar State, Minnesota United FC launched the Heritage Kit in 2025. I was honored to lead the initial creative direction for the kit, and design the "Loons" script and mascot which appear on the jersey.

Photos: MNUFC, Jordan Johnson

  • Unite the past, present, and future in a commemorative third kit that tells the story of half a century of professional soccer in Minnesota.

  • To find the correct balance between old and new, I pulled inspiration from the most culturally resonant aspects of previous Minnesota clubs. The final design is a timeless tribute to everything fun and quirky about soccer culture in this unlikely place.

  • Creative Direction
    Art Direction
    Illustration
    Design
    Merch
    Social and Digital

Blue soccer jersey hanging on a hanger in a locker. The jersey features a geometric pattern, the Minnesota United FC logo, and large script that says 'Loons'.
Close-up of a blue soccer jersey with orange piping and a small cartoon loon logo in white and orange.
Logos of five Minnesota soccer teams: Minnesota Kicks, Strikers, Thunder, Stars, and MNUFC.
A white sports jersey with colorful horizontal stripes in red, orange, yellow, blue, and light blue across the chest and sleeves, featuring a logo with a bird and the letters 'MNUFC' on the left chest area and bold black text on the lower front.
A sports jersey with vertical black and blue stripes, a V-neck collar, and MNUFC's logo on the left chest. The word 'LOONS' is printed across the front in bold letters.
A sports jersey with a vibrant geometric pattern of red, blue, black, and white triangles. The jersey features a crest on the chest with a black bird and stars, and the word "LOONS" written in cursive on the front.
Black and white illustrations of three different loon characters with varied poses and attire, numbered 1 to 3.
Close-up of a blue soccer jersey with orange piping and a white loon mascot, held in someone's hand against an orange background.
A man wearing a blue sports jersey and matching cap with the logo 'Loons' adjusting his cap, against an orange background.
A soccer player in a blue uniform, running on the field with a white soccer ball in front of him during a match. The crowd is visible in the background.
A man wearing sunglasses, a baseball cap, and a blue sports jersey is holding a smoke grenade that is emitting black smoke. Several people are in the background, and there is a large building with smoke or steam rising behind them.
Soccer players in blue and orange uniforms gathering in a huddle on the field.
A male soccer player in a blue jersey with white and orange details, holding or balancing a multicolored soccer ball on his shoulder, standing against an orange background.
A male athlete wearing a blue soccer jersey and orange cleats kicks a soccer ball on an orange background in a studio setting.
A male soccer player in a blue jersey, orange cleats, and navy socks, balancing a soccer ball on his foot against an orange backdrop in a photo studio.
A soccer player in a blue uniform jumping to head the ball during a game, with a crowd of spectators in the background.
Poster with three soccer balls, text reading '24 HOURS TO KICKOFF', logos of Apple TV, MLS Season Pass, ESPN, and Legion, and symbols of Minnesota United FC and Portland Timbers.
Soccer match between Minnesota United FC and Portland Timbers scheduled for August 30, 2025, at 7:30 PM at Allianz Field in St. Paul, Minnesota. The poster features a player in a blue uniform and the logos of the teams and sponsors.
A collectible sports card featuring soccer player Michael Boxall in a blue uniform, with a close-up portrait of him and an action shot of him kicking a soccer ball during a game.
Sports starting lineup graphic for a soccer match between MNUFC and Portland, scheduled for August 30, 2025 at Allianz Field, showing players' photos, names, and jersey numbers, with substitutes listed at the bottom.
Dark blue T-shirt with a white graphic of a cartoon bird wearing a scarf, holding a hockey stick, and the text 'Loons' underneath, representing Minnesota United FC.
Orange T-shirt with a logo featuring a cartoon bird, and the text 'Minneapolis United FC' and 'Loons' on an orange background.
A blue T-shirt with a Minnesota United FC logo and graphic of a loon kicking.
A decorative banner with an orange and navy blue design, featuring a loon and the year '2025' on fabric with fringe trim, hanging on a wooden wall.
Soccer players and officials standing on the field before a match, with a referee and two team captains shaking hands, crowd in the stadium stands.
A digital billboard for Minnesota United FC's Heritage Kit.
A young man with short blonde hair wearing a beige T-shirt that says "Loons" in colorful cursive lettering, standing against an orange background.
A dark blue baseball cap with orange and white embroidered loon mascot on the front and side, placed on an orange background.
Soccer player kneeling on the field with orange cleats, watching players and referees before a match at a stadium.

MNUFC Heritage Kit

In celebration of 50 years of professional soccer in the Northstar State, Minnesota United FC launched the Heritage Kit in 2025. I was honored to lead the initial creative direction for the kit, and design the "Loons" script and mascot which appear on the jersey.

Photos: MNUFC, Jordan Johnson

  • Unite the past, present, and future in a commemorative third kit that tells the story of half a century of professional soccer in Minnesota.

  • To find the correct balance between old and new, I pulled inspiration from the most culturally resonant aspects of previous clubs. The final design is a timeless tribute to everything fun and quirky about soccer culture in this unlikely place.

  • Creative Direction
    Art Direction
    Illustration
    Design
    Merch
    Social and Digital

A restaurant storefront with a yellow awning that reads 'Little Tijuana'. Inside, neon signs and hanging lamps are visible through the window, with a person standing inside.

Little Tijuana Neighborhood Lounge