“New Mexico United, the state’s first professional soccer team, plays in the USL Championship league. The client believed strongly in creating not just a team, but a unifying source of state pride and positivity. Our design goal was to create something familiar to New Mexicans, with an optimistic and captivating tone. Much of our campaign focused on in-state cultural references and sources of pride that are widely shared in our communities. In its first year of existence, New Mexico United led the USL in overall merchandise sales and in average attendance, breaking all previous league attendance records.”