While at 4040 Agency, I contributed to the development of the brand identity for Minnesota United FC, designed to unite the Twin Cities community through the world’s game: soccer. Our solution centered on celebrating the team’s cornerstone fans—the diverse, passionate supporters who had been there from the very beginning. Together, we delivered a cohesive brand strategy and identity system, including a brand book, guidelines, and creative direction. From seasonal visual language and outdoor advertising to retail design and environmental graphics, we ensured every touchpoint reflected the team’s values and mission. The result was a dynamic, community-driven identity that captured the heart of soccer while inspiring a broader connection with the Twin Cities.