Atlanta United FC Inaugural Season

Before Atlanta United ever played a match, we had to sell a city on believing in a team that didn’t exist yet.

I was part of the creative team that helped define Atlanta United’s brand voice and launch its inaugural season, positioning the club as Atlanta’s team. Built by the city, for the city. The work centered community over spectacle, turning a franchise launch into a cultural movement.

That foundation helped make Atlanta United the most successful sports franchise launch in U.S. history, with record-breaking attendance, a multi-year season ticket waitlist, and national recognition for uniting the city around the beautiful game.