Information
Milwaukee, Wisconsin, was informed in 2022 that they would be an expansion city for the United Soccer League that will begin playing in the 2026 season. Because the team is new, it has no team name, mascot, colors, kits, or any branding.
Problem
The problem is that Milwaukee's new soccer team needs everything. They need a name and branding assets that include a mascot, a color palette, primary, secondary, and alternate kits, a patch, and a hype video.
Solution
My first step was to come up with a name. Milwaukee is a place where three rivers come together, and it was a neutral place where the indigenous people from the surrounding area would come together to create pacts or resolve problems. Milwaukee's new team would also bring people together to watch their team play. The team will unite the surrounding suburbs with the residents of Milwaukee. This is why I chose the team name Milwaukee United.
Next, I decided to tackle the mascot. Because the name is Milwaukee United, I decided to explore that word and what unites the city as well as the surrounding areas. I settled on the Sandhill Crane because they are strong and tough, and once they have established a home, they do not leave. In my research, I found two images that solidified my decision. The first was a noble-looking crane staring at the camera, with it's red crown a prominent feature. The second image was of two cranes in epic battle, with their wings in the air and their feathers spread wide. Those two features became the basis for my design. The crane's head and wings were formed around a shield, which was made from the team's name. The color palette is taken from the colors found in the camera-facing photograph.
Once the name, mascot, and logo were created, all of the other assets fell into place.
Above: the initial moodboard, sketches, color chip, word mark, logo, applied logo, and logo variant.
Above: Primary, Secondary, and Wildcard Kits.
Above: Hype Video.
