ATLANTA UNITED
CUSTOM BRAND PIECES
Now a cornerstone of the intrinsic Atlanta culture, the Atlanta United FC soccer team has created not only a strong brand, but a fan family. I have been honored to design multiple activations for this team that have become staple components to the brand story.
Lead Designer, Orchestrate Experience
At Orchestrate, our team was tasked with creating a commemorative piece for the "Man of the Match" that would become a tradition for honoring players.
One player would be chosen at every match to be awarded the "Golden Spike." The Atlanta United team needed a way to turn this award process into a brand activation that would display and honor the awarded players' spikes in a unique way.
As Lead Designer, I was tasked with concepting and executing this piece. To embody the railroad theme of the Atlanta United brand narrative, I incorporated traditional railroad elements such as railroad ties, an authentic track piece, and a forged steel base. During the creative process, I formed detailed proposals that included 3D models of custom fabrication pieces and proposed materiality to communicate the design intent.
As the brand continued to evolve and grow, we continued to develop new activations with the Atlanta United team.
The pop-up activation below highlighted the launch of Atlanta United's new "King Peach" brand. I utilized existing rental pieces while incorporating custom-fabricated assets such as crates and removable, impactful branding to create a vignette and photo opportunity.
Additional works with the Atlanta United FC include the player tunnel, Golden Spike activation, Founding Member wall design, and many private and public special events.
