2021 Campaign Creative Direction

Why #1: Reduce Anxiety
2020 was one of the hardest years in our lifetime and it affected everyone in one way or another. We owed it to our community to remove any unnecessary complication or confusion in our social feeds and leaned to a brutally simplistic aesthetic approach.

Why #2: Unite
In 2020, we also saw the largest civil rights movement in recorded history. The inverse reaction to this was a level of polarity and divisiveness that only clarifies how far we have yet to grow in order to eradicate racism and propagate equity. At LAFC our mission is to unite the worlds cIty through the worlds game. We decided to blend and make fluid our palette in order to break up rigid color separation.

Early 2021 Word Exercise:

Simplicity

Minimal

Less is More

Breathe

Calm

White space / Black space

Permanent

Concrete

Stable / Balance

Organization

Layout