As the Gold Cup brand neared its 30 year anniversary, Concacaf’s focus moved to modernize the historic brand that has helped evolve soccer in the northwestern hemisphere. Our team was approached by the Concacaf brand team with the opportunity to do just that. Modernize an iconic brand without losing its established brand equity.
The implementation of the brand spanned numerous matchday applications including player jersey patches, on-field signage, locker room graphics as well as merchandise. These chosen applications were decided by our team after consideration of effectiveness and impact. Executing the brand consistently across these media enhanced the overall brand presence on matchday.
Our team established a brand presence through out-of-home advertisements, digital signage, and social media marketing by utilizing the “tear” element of the brand. This was created to bring a sense of cohesive, organic texture to the marketing when implemented across all platforms.
END RESULT: More modern and diverse than ever, the refreshed identity and brand execution coincide with Concacaf making several football-first enhancements to the format of its flagship competition for the 2021 tournament. Together, they work hand in hand to support the elegance and prestige of one the most prominent soccer tournaments in the world and future growth for generations to come.