Los Angeles Football Club
BY THE NUMBERS
SOCIAL MEDIA FOLLOWERS
130,000
MEDIA MENTIONS
4,100
EMAIL SIGN UPS
65,000
Project Overview
When Chivas USA, the Major League Soccer franchise was purchased by investors, they had an immediate need to build a new brand, find and build their audience and prepare for a great launch announcement.
I was brought in with a group of creative thinkers at Swell Creative Group to help map out the strategic plan, develop the first brand identity, find their audience and build momentum toward the announcement.
Find our core audience
Finding and engaging an authentic and enthusiastic group of supporters was priority number 1 for the new ownership. We met with other MLS teams, Chivas fan groups, LA football lovers and everybody interested to test our assumptions, ask questions and learn about what makes a great supporter base.
Create the brand identity
We worked quickly on what we heard from football lovers throughout Southern California and confirmed our first instincts about a new club focused around the identity of our home; and Los Angeles Football Club was born.
Develop the platform
Working with an extremely fast development schedule, we launched a web platform for our community in about 4 weeks with information about the joining our community, LAFC's ambitious goals, the ownership and early thoughts about the stadium.
Build our community
Leaning hard into our new engagement driven website, we launched social media with clues about how to become part of LAFC. We rapidly built an audience of over 65,000 supporters who signed up at www.lafc.com within days of our launch.
Partnering with the legendary ownership group of LAFC, we launched the club in amazing fashion in downtown Los Angeles.
