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New York
Empires

MLS Concept Team Branding:

A comprehensive showcase of my capstone project, conceptualizing and developing a fictional Major League Soccer (MLS) team. This work explores sports branding, merchandise design, and fan engagement, combining creative strategy with practical execution.

The collection includes team logos, marketing materials, mascot design, social media assets, and a wide range of merchandise mock-ups—from jerseys to general fan merchandise—crafted to reflect the team’s identity and resonate with soccer culture. Each element demonstrates cohesive brand development and a focus on visual storytelling across multiple touchpoints.

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Disciplines:

  • Sports Branding & Identity Design

  • Merchandise & Apparel Design

  • Logo & Mascot Design

  • Marketing & Social Media Assets

  • Visual Storytelling & Concept Development

Background

Overview:

Developed a comprehensive branding strategy for a fictional Major League Soccer team, the New York Empires. The project included logo and mascot design, uniforms and merchandise, marketing collateral, and a full social media strategy, demonstrating cohesive brand development and fan engagement.

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Objectives:

  • Create a distinctive brand identity that resonates with sports fans and the local community.

  • Develop a complete range of branding materials reflecting the team’s ethos.

  • Implement a strategic marketing and social media plan to promote the team and engage fans.

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Components:

  • Logo Design: Reflects the team’s dynamic spirit and incorporates elements emblematic of New York City.

  • Mascot Creation: Inspired by the Statue of Liberty, symbolizing freedom and strength while reinforcing the team’s identity.

  • Uniforms & Merchandise: Combines traditional soccer aesthetics with modern design for high visibility and fan appeal.

  • Marketing Materials: Includes promotional posters, digital ads, and physical collateral that communicate team messaging.

  • Social Media Strategy & Posts: Comprehensive schedule with sample posts to maintain a vibrant, consistent online presence and foster fan engagement.

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Challenges:

  • Balancing innovative design with traditional sports branding elements.

  • Creating a social media strategy adaptable to evolving digital platforms and diverse MLS audiences.

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