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LA GALAXY /

Illuminating the Future of American Soccer.

Assessment /
Strategy /
Positioning /
Identity /

Assessment / Strategy / Positioning / Identity /

The Project

To punctuate the arrival of soccer superstar David Beckham, the LA Galaxy needed an identity that encapsulated the culture of Los Angeles and positioned the club as a globally-recognized brand. The new identity needed to be representative of the Beckham era, while bridging the gap between soccer in America and the rest of the world.

How We Won the Heart

By adding David Beckham to one of the league’s most talented rosters, the LA Galaxy secured a place among the global landscape as a legitimate club. Beckham’s arrival; however, transcended the sport, as it marked the arrival of an ambassador and the unquestioned face of the newly-legitimized MLS. To celebrate this momentous occasion, we went against the grain and introduce a European-inspired all-white kit, ensuring Beckham’s legacy would last well after his retirement. Moreover, we developed a quasar element to emphasize LA’s cosmopolitan lifestyle and standout in the global landscape. With a fresh, iconic look, the new identity successfully commemorated the most historic moment in MLS history.

“The world was watching and we had one chance to get our branding right. We chose SME.”

— Tim Leiweke, Former President & CEO — Anschutz Entertainment Group

“The world was watching and we had one chance to get our branding right. We chose SME.”

— Tim Leiweke, Former President & CEO — Anschutz Entertainment Group

WORK /