MLS Juneteenth Collaboration
Freedom To Be
In 2022, I partnered with Major League Soccer to develop the creative direction for their league-wide Juneteenth initiative, built around the powerful theme “Freedom To Be.” My role was to craft a visual language that honored the depth of Black identity—its resilience, diversity, and interconnected roots—while also translating that story into a unifying campaign that would be visible from the stands, on broadcast, and across MLS markets.
Client
MLS
Services
Visual Design Product Design
Industries
Sports
Date
June 2022
I designed a system rooted in the idea that Black Americans come from different backgrounds, cities, and histories, yet we move as a connected lineage. The artwork blended patterns, linework, and woven-in motifs that symbolized shared ancestry, overlapping experiences, and the threads that tie our culture together. Each element was created to feel both individual and collective—mirroring the real lives of the players, staff, and fans the campaign represented. From there, I expanded the concept into a full campaign identity. I led the visual development, building the core graphic system, color direction, and typography structure. I designed the commemorative jersey elements—including patchwork graphics and typography details—intentionally engineered for maximum visibility on television and in-stadium, ensuring the message and meaning translated clearly in live action.
The final campaign resulted in a cohesive league-wide story that connected all 28 MLS clubs around a shared celebration of Black freedom, creativity, and community. The “Freedom To Be” identity became more than a visual—it became a statement that honored the past while amplifying the future of Black culture in sport.