Formerly known as the Kansas City Wizards, less intelligently as "the Wiz", new ownership possessed new attitudes about how an MLS soccer club should be operated. Central to the approach was treating fans like they are owners.
Sporting Kansas City Soccer Team
When considering fan engagement, especially when it came to apparel sales, we realized that brand design and configurations were critical to the franchise's success. A main logo, secondary logos and font system were developed for the brand—always with the fan in mind. Apparel sales went from next to last, to second in the MLS.
Lab Solve:
Brandmark seating design
Slant: Elevating the fan to a seat at the owner’s table nets a win-win.
SPORTING KANSAS CITY
CNot final copy hallenge: In a city known to be loyal to strong ownership of major league sports teams, convey the essence of a re-invented team to current and prospective fans.
Formerly known as the Kansas City Wizards, less intelligently as “The Wiz”, new ownership came in to rescue a struggling franchise. Out of this rebrand came a new stadium and a new team name, Sporting Kansas City.
We came into this assignment because the previous agency wasn’t quite getting what the new ownership wanted to be with their new icon. The brandmark is critical to a franchise’s success given that it has to be something that everyone from ownership to the most casual fan can identify with and get behind. We landed on a shield shape that at the time was unlike any other in the league. Inside the shield is a representation of the two states Kansas and Missouri whose borders meet to form Kansas City. The elongated and intertwined SC is a nod not to fonts often seen on European Club crests. The alternating stripes represent the unification of 11 players on the pitch. Last we designed a proprietary font that is used throughout the stadium as well as for broadcast and web content communications.
Lab Distillation: Innovative ownership begins with our fans
Lab Solve: Giving the Sporting brand a look and feel of not trying too hard and just being a refuge where you don’t have to always be “on your game” was the driving force behind guest touchpoints.
Sporting Kansas City
