This was an event unlike anything ever executed by U.S. Soccer. They relied on our expertise to develop a system worth of the 100th Copa America. We began by considering the vibrancy of the team colors—and finding ways to balance that across ten cities.
Perhaps the biggest challenge for the project was applying a graphic design system to ten stadiums across the U.S. while still allowing each game to feel unique based on the teams on the field. We designed a system that had changeable elements for field walls and team areas, in addition to designing a digital style that would make sure players and fans felt at home, no matter what city they were playing in.