Art & Photography Direction, Campaign Creation, Social Media Creation, Print Collateral, Merchandise Design, Large Format Graphics, Illustration
For Minnesota United's 2022 campaign I had the opportunity to lead a team of designers and manage the process of creating the campaign for the year: Minnesota Black & Blue. The inspiration for the name and look of the campaign came from many things: Minnesota United's two primary colors, a common chant heard during game days from the supporters section and the two kits for the season - the away kit being blue and the home kit being black. Our internal design team created everything from lockups, typography, photography to other visual graphic elements and showed how that would look for the season mocked up on print, digital and merchandise items. Here's a look at the campaign book and a selection of my designs that were utilized for the season.
I was able to collaborate with the Senior Director of Production and the Senior Motion Designer at MNUFC to create a series of illustrations for our campaign launch video. We wanted to show all the elements that this campaign is inspired by and the meaning behind Minnesota Black & Blue. To properly plan this out I started with creating a storyboard for the video and what illustrations we would have to be able to animate and help tell the story of the campaign. Here's how it turned out!