Minnesota United FC

Creating a soccer experience that's uniquely Minnesotan. 

MN United Loon logo on side of stadium chair

The work

Pro soccer boasts a four-decade history in Minnesota, but was facing an identity crisis. For years, local soccer fans followed teams from around the world while playoff-caliber squads competed in their own backyard. With a new name and a new spirit, Minnesota United FC set out to give local fans a team to call their own.

We worked with the United from the ground up to design the brand and kits, infusing the team with a new energy and spirit. We helped write and design the winning pitch to bring United into the MLS. And we designed key parts of the new stadium and fan experience to help create a soccer culture and experience that is like no other.

Our roles

  • Audience Segmentation
  • Brand Identity
  • Category and Customer Insights
  • Creative Platform
  • Engagement Strategy
  • Stadium Design
MN United loon logo on team jersey
Two players standing in new loon uniforms
Restroom signage at MN United & Allianz Stadium
Rafters with wing pattern at MN United & Allianz Stadium
Clock at MN United & Allianz Stadium
View of seats and field at Allianz Stadium