MLS I 2025 BRANDING GUIDELINE / TOOLKIT
The MLS 2024 Toolkit is a strategic design system that unifies communication across all MLS clubs. It establishes a cohesive visual language, ensuring consistency while allowing clubs to maintain their individuality. This toolkit serves as the backbone for all communications—be it social media, digital platforms, billboards, or print—delivering a unified voice across the league.
This visual system also expanded into a cinematic campaign that included a series of branded spots starring global music superstar Doechii, bringing the identity to life through motion, emotion, and storytelling — and elevating the league’s presence on a national stage.
