Brand and Advertising Campaign Case Study for Columbus Crew

A Championship Brand for the Columbus Crew

Build on the momentum of a championship season to evolve the Crew’s brand identity.

Graphic layout for The Crew with Jonathan Mensah

The Brief

We were asked by the 2023 MLS Cup Champions, Columbus Crew, to pitch them a brand campaign that evolved the club's branded elements and expanded the design system in new directions. Project deliverables included a new visual direction, a narrative for the season, and concepts for social, email, out-of-home and ads.

Image of The Crew team embracing each other

A Year Full of Heart & Sole with Jonathan Mensah in the center

"Heart of Columbus Sole of A Champion" in the center of team photograph

Capturing the Captain

We knew photography would be crucial to a successful campaign. So we conducted a photo shoot with team Captain, Jonathan Mensah. These images leaned into the inherent drama of competition and became the focal point of a campaign that ushered in a more high-profile design aesthetic.

Photograph of Jonathan Mensah holding soccerball

Portrait shot of Jonathan Mensah crossing his arms

Portrait of Jonathan Mensah holding a soccer ball

Set of 3 portrait photos of Jonathan Mensah

Heart & Sole

Our brand campaign, entitled Heart & Sole, was rooted in the Columbus community and based on a deep understanding of the audience. To have the sole of a champion, you have to be the heart of the city. The Columbus Crew, with three MLS Cup Championships, fits that narrative perfectly.

Mockup of The Crew ad on Ike-board in the short north

Goal graphic on billboard in The Crew stadium

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