Arsenal needed to generate hype and engagement for their biggest ever pre-season tour in the USA which saw the Men’s and Women’s teams play five games in three cities alongside a series of fan fests, social activations and merch drops.

The tagline “All Of Us” was a celebration of Gooner supporters coming together across Arsenal’s largest commercial market — and the first time both the Men’s and Women’s teams toured the same country. This was a moment to champion the continued rise of the Women’s game and the huge explosion of football support in the USA over the last decade.

Our identity and toolkit comprised bespoke 3D assets, art direction and design for print, digital, social and motion — as well as bespoke animations for the largest stadium screen in the world at the SoFi stadium, LA.

Supporter engagement was key and our toolkit flexed across fan fests, merch drops and social teasers for celebrity meetups and famous faces attending games.

The pre-season tour also saw the launch of the much-hyped Arsenal 24/25 Away Kit.

We created an adaptable graphic system that teased colour palettes and patterns of the kit in pre-game OOH assets, then rolled across in-game and post-game social content.

Our toolkit contained a full visual strategy for photography styling and typographic principles in key visuals to merchandise, sticker packs and supporter giveaways at events.

Five games across three cities. Seen by over 200,000 spectators in stadiums. Street parties and fan fests outside each match. A takeover of the largest stadium screen in the world. Millions of shares across social channels — and one viral meeting of Martin Ødegaard and Justin Bieber in LA.