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LA Galaxy

The LA Galaxy, the MLS team that brought David Beckham to the US and forever changed the landscape of global soccer, had lost its connection to the city it calls home. While winning the most championships in league history with the help of international superstars, the team had become more admired by global and casual fans than by the people of Los Angeles.

The challenge was to create a new identity that celebrated the Galaxy’s legacy of changing the game, while rekindling its roots within the city. The new identity honors the club’s iconic global status while making a bold statement that the Galaxy is deeply embedded in the cultural fabric of LA.