The path for every player starts here.
Services: Strategy, positioning, identity, guidelines, messaging, Production
In order to tell a meaningful story for US Youth Soccer—the largest youth affiliate and member of U.S. Soccer—we first had to unite the organization’s state associations and programs around a strong national brand.
The resulting “Path for Every Player” platform served as an overarching theme to communicate the vast developmental benefits provided by and inspire US Youth Soccer’s associations and programs with a clearly defined brand essence, mission and vision.
The rebranding initiative involved refining the brand story and visual identity system — from primary logos to Championship marks — to present a more modern and professional appearance across all consumer touch points. We also extended the rebrand to numerous State Associations, refreshing their identities to align with the updated US Youth Soccer brand. This encompassed revamping websites, producing social media graphics packages, and more, ensuring a consistent and unified brand presence nationwide.
The comprehensive rebrand not only modernized the organization's visual identity but also reinforced its leadership status within youth soccer, emphasizing stability, unity, and a player-centric approach. By owning every stage of youth soccer development, US Youth Soccer positioned itself to effectively communicate its value and commitment to players, coaches, referees, and communities across the country.
All work completed at SME Branding.
Creative Director: Jason Vogel
Managing Director: Conor O'Flaherty
Senior Designer: Brandon Cabassa
Junior Designer: Mackenzie Kruse
Copywriter: Jon Hans
As an extension of the US Youth Soccer (USYS) brand, MogoSME worked with numerous State Associations under the USYS banner to refresh identities to better align with the updated USYS brand identity, revamp websites, produce social media graphics packages, and more.
Though more than twenty State Associations were engaged, below are just a few examples of the work that was produced under the creative direction of MogoSME's Creative Director, Jason Vogel:
Alaska Youth Soccer
Vermont Soccer Association
Florida Youth Soccer Association
Illinois Youth Soccer
Hawaii Youth Soccer Association
North Carolina Youth Soccer Association:
