Working alongside supporters and the soccer community in Charlotte, we defined the fan and creative strategy for the initial primary supporters group for MLS Charlotte, the Mint City Collective. From supporter group structures and market assessments to naming and brand identity development, we worked side by side to build an organic groundswell of support and energy that not only strengthened conversations with the MLS, but showed the soccer world that Charlotte is ready to compete at the MLS level. Since its launch in Summer 2019, the Mint City Collective has over 1,000 members nationwide.

What we did