Seattle Sounders FC

American Soccer Majesty

Our Role

Research, Strategy, Design Exploration, Copywriting, Brand Manifesto


Column Studio, DNA Seattle, Name and Number, Zander Abranowicz

Seattle Sounders FC Original Logo 1974
The original Seattle Sounders FC logo, 1974
Seattle Sounders FC

Interviewing a range of stakeholders

To gather authentic insights, we conducted extensive interviews (1:1 and focus groups) with the broader Sounders community, including Season Ticket Members, the Alliance Council, fans, players, alumni, staff, and local stakeholders. We also delved deep into 
the club’s heritage and Puget Sound history.

Seattle Sounders FC. March to The 50th
Photo courtesy of Seattle Sounders FC

Surveying the soul of Seattle

We contributed to the design of quantitative research (online surveys) fielded by local Seattle agency DNA. We then distilled the findings from our qualitative and quantitative research into four evidence-based guiding principles: Community, Progress, Excellence, and Perseverance. These principles grounded all of our strategic and creative explorations and will continue to guide the club moving forward.

History. Heritage. Home. | Narrated by Brian Schmetzer. Video courtesy of Seattle Sounders FC

Setting a solid foundation

Based on our research and guiding principles, we developed a strategic platform, “At the Water’s Edge,” that weaves energy and optimism into a broader story about water, progress, and the Puget Sound community. Water is crucial to the multi-thousand-year history of Seattle and will continue to be an important resource uniting people living and working around Puget Sound.

Crafting a lasting mythology

Our “At the Water’s Edge” platform included brand-narrative explorations that began to crystallize how we’d tell the story of our reinvigorated Sounders brand. These explorations inspired a brand manifesto that capped off our work with the Sounders and supplied a go-to script for multiple brand-launch activations.

Athletics was a major asset in the creative process of the brand evolution. Their expertise in elevating brands through design, strategy and comprehensive research made it an easy decision to bring them onto the project.

From Column and Athletics establishing the brand design of the new markings, initiating the fan and market research of the launch with the help of other agencies DNA and Name and Number, and working together with the front office and marketing staff of Sounders FC to bring ideas to life, it was a joint effort from beginning to end.