Austin FC
Growing a legend.
Austin was the largest city in the U.S. without a major league sports team. We worked with an ownership group and MLS to design and launch the brand for the team that would change that—Austin FC. They wanted to be a unifying force in a city undergoing massive growth and change, and needed a symbol everyone in the community could feel a connection to. Collaborating with local soccer supporters and cultural leaders, we developed a name, narrative and identity that honors the roots of our legendary city and gives all who live here a team to finally call their own.
Strategy & Positioning
Naming
Narrative
Visual Identity
Brand Launch
Advertising
KICKING THINGS OFF
Three years before a game would be played, we created a film to announce the name, identity and colors at their brand launch event. It also introduced Grow the legend, a rallying cry for the club that set the tone for their big ambitions and the respect they have for the city they represent.
ADDING TO THE PLAYBOOK
In the year leading up to their first season, the club started to ramp up their marketing efforts and needed more ways to express the brand. We helped them expand their brand toolkit—adding new typography and graphic treatments to support their growing communication needs.
