In anticipation of Major League Soccer's 25th anniversary, Adidas launched a set of revamped kits for all teams within the brand, and Team Epiphany partnered with Atlanta United to help debut theirs. "ATL UTD" has seen massive success within the MLS in recent years, and the team's gold-centric brand identity celebrates this. Working in tandem with Team Epiphany's strategy team, I helped develop an experience offering multiple branded vignettes that invited attendees to come celebrate ATL UTD's success alongside the teams and community, but also wasn't afraid to flex.
Over the course of two days, both diehard fans and the general public got the chance immerse themselves in a golden brand experience—from a throne room showcasing genuine MLS trophies to a neon infinity walkthrough. Photo-ops were offered at every turn and often came by way of special appearances from stars like Josef Martînez, a starting striker for ATL, and Spike, the service-dog-in-training behind handled by the team.
Though brand immersion and interaction was a major goal of the ATL UTD kit launch, the team still aimed to make kit distribution its main focus. To achieve this, I designed a soft consumer journey than encouraged attendees to flow through each activation and interact as much as possible, but landed them at a jersey customization and distribution station. Ultimately, roughly 1000 pieces of apparel were sold to the event's 2037 attendees, and the team saw over 12,000,000 social impressions via 324 socials posts from the event.
Creative Agency: Team Epiphany