Digital Graphic Designer

With Major League Soccer, I was digital and print visual designer for the 2017-2019 seasons. My "goal?" Taking media from all corners of the organization “talk“ to each other cohesively through style, messaging and balance to consistently evolve and elevate the MLS brand. Across all platforms, everything needed to be congruent and consistent to standards. Structured to build each season to a crescendo, the “Our Soccer/Nuestro Soccer” campaign was the new driving force for the 2018-2019 seasons. With many departments contributing to the multifaceted parts of the campaign, there might be a print asset from one department, video footage held by another team, social assets in development by the social team and so on. It was down to me to work with marketing to implement one or all of those pieces into a concise, clean, animated and marketable digital asset. Many designers at MLS used at most two to three of applications from the Adobe Creative Suite per day—in my position I ran the entire gambit from Illustrator to After Effects. LED In-Game perimeter boards. Environmental graphics and stadium dressing. Animated screens for a takeover of a hosting city’s paid media in airports, streets and subways. One day was never like the other. Platforms include: • General season • MLS All-Star • Heineken Rivalry Week corporate partnership • ESPN Decision Day • MLS Playoffs • MLS Cup
HTML5 Animated
Tune-In Banners
Purpose: Weekly animated HTML5 banner ads to list the teams, times and networks of MLS matches Market: MLS enthusiasts, purists and new fans Media: Digital Size: 300x250, 728x90, 970x90 (shown) and 1280x90 pixels Result: Television and online viewership increased weekly
2018 MLS Playoff Banner | 728x90 Special Promotional Game Banner, NYC Rivals | 728x90 2018 MLS All-Star Game Banner | 728x90
2018 MLS Cup Banner | 728x90 2018 Heineken Rivalry Week Banner | 728x90 2018 ESPN Decision Day Banner | 728x90
In-Game LED
Perimeter Boards
Purpose: Big-Platform, national LED Perimeter boards that rotated throughout televised MLS matches. Messaging could be anything from promoting the MLS store, representing the teams in the league to promoting and boosting ticket sales for major events. Market: MLS enthusiasts, purists and new fans Media: Digital Size: Varied per stadium Result: Television and online viewership increased weekly
Campeones Cup
LED Perimeter
Purpose: In-game LED Perimeter boards that rotated throughout televised MLS matches to promote ticket sales. Market: MLS and Latin soccer enthusiasts, purists and new fans Media: Digital Size: Varied per stadium Result: Ticket sales escalated
2018 Hartsfield-Jackson
Atlanta International
Airport Environmental
Digital Takeover
Purpose: Big-platform promotion for the annual friendly match between MLS and an international team. Market: MLS and international soccer enthusiasts, purists and new fans Media: Digital Size: 1920x1080, 3840x1080 Result: Viewership and ticket sales rapidly increased
Paid Media
Mobile Screen
Takeover Ads
Purpose: Paid media requests to promote essential touchpoints throughout the season Market: MLS enthusiasts, purists and new fans Media: Digital Size: 1060x590 pixels