--- title: Seattle Sounders Brand Evolution | 6th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hubfs/Assets-2024-shortlisted/dNjZPgNN.jpg --- Seattle Sounders Brand Evolution | 6th Hashtag Sports Awards # Seattle Sounders Brand Evolution [Seattle Sounders FC](https://www.soundersfc.com/) The 6th Annual Awards Winner ![trophy-icon-silver](https://www.hashtagsports.com/hubfs/brand/trophy-icon-silver.svg) - Best Launch Campaign Share [** ](https://www.hashtagsports.com/awards/shortlist-2024/seattle-sounders-brand-evolution#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/seattle-sounders-brand-evolution#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/seattle-sounders-brand-evolution#) ABOUT THIS ENTRY In preparation for our 50th Anniversary season, Seattle Sounders FC launched a refreshed brand identity that aligned more closely with our history, our fans, and our goals for the next 50 years to come. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-2024-shortlisted/dNjZPgNN.jpg?width=1920&height=1080&name=dNjZPgNN.jpg) How does this represent “Excellence in Engagement”? Fans are the lifeblood of any team, and we launched our new brand with and for the people of Seattle, the people who call themselves ”Sounders.” Involving fans in a rebrand isn’t a new tactic, but we were intent on bringing them along for the entire process, start to finish. At launch, we intentionally put the new brand immediately into the community that created it: - We had a parade through Pike Place and our mascot threw fish with the fishmongers. - We had a press event for players and media on top of the Space Needle where we raised a flag. - We had a collection of retail items available so fans could touch and own the new marks. - OOH posters were everywhere. - We connected with other pro teams in the area to bolster our reach and sentiment. - We leveraged our partners as a distribution channel by sending them personalized graphics with so they could celebrate with us, and we flew a flag on top of the Starbucks HQ. - On launch night, we celebrated with fans, influencers, players, staff. As we so often do in sports, we owe the success of this endeavor to our fans and their support throughout this process. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2024/sounders-brand-evolution-2.webp?width=1920&height=1080&name=sounders-brand-evolution-2.webp) Objective In February of 2022, we began a comprehensive discussion around the future of Sounders FC as we approached our 50th Anniversary in 2024. Sounders soccer has been a part of the Seattle sports landscape since 1974 in many iterations, but upon entering MLS in 2009 that history was largely abandoned when establishing our crest, secondary marks, and brand identity. As we marched towards celebrating our anniversary in 2024, we identified a logical inflection point to embrace our history and define our brand in a way that honored our legacy of success and would carry us through our next 50 years. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2024/sounders-brand-evolution-3.webp?width=1920&height=1080&name=sounders-brand-evolution-3.webp) Strategy & Execution As part of our club commitment to Democracy in Sports, in February 2022 we asked our community to help us examine our identity, our brand, and how we represent Seattle and the greater Puget Sound region. We engaged fans, season ticket members, community members, players, FO staffers, and more in a variety of ways, including public surveys, focus groups, roundtables, and 1:1 conversations. After 10,000+ survey responses and 100+ hours of conversations, we built a brand that gave words, colors, and images to the collective values the club and our fans have always shared. We launched our new brand with a full 2-day schedule that led with elevated content pieces on our owned channels and was bolstered by multiple activations at key Seattle landmarks (Space Needle & Pike Place Market) for fans, the opening of a community mini-pitch with new logo, 35 new retail items, corporate partnership integrations, and a brand launch celebration for fans, players, partners, alumni and staff. Our guiding principles for a successful launch were: - Elevate Fan’s Voice & Integral Role in the Process - Connect Brand Identity to the Club’s History, Present and Future - Provide Storytelling Depth to Each Mark - Set the Table for 50th Anniversary Next Year ![Image](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2024/sounders-brand-evolution-4.webp?width=1920&height=1080&name=sounders-brand-evolution-4.webp) **Organizations** - Seattle Sounders FC - Athletics - Column - Name & Number - Panoply **Links** - [  Website](https://www.soundersfc.com/eternally-yours/) **Featured** - Stefan Frei - Paul Rothrock - Josh Atencio - Brian Schmetzer - Kelyn Rowe - Brad Evans - Fredy Montero - Steve Zakuani - Roger Levesque - Seattle Seahawks - Seattle Reign - Seattle Kraken - Seattle Mariners **Credits** **[Danny Ciaccio](https://www.linkedin.com/in/danny-ciaccio/)** Senior Manager of Social Media Sounders FC **[Joseph Mondello](https://www.linkedin.com/in/joseph-mondello-bb65a97a/)** Senior Manager of Digital Platforms Sounders FC **[Jessica Lazo](https://www.linkedin.com/in/jessica-lazo-ba36a8180/)** Coordinator of Digital Platforms Sounders FC **[Brian Evans](https://www.linkedin.com/in/bevans9821/)** Social Media Specialist Sounders FC **[Mike Scaturo](https://www.linkedin.com/in/mikescaturo/)** Digital Marketing Strategist Sounders FC **[Ben Prinster](https://www.linkedin.com/in/benjaminprinster/)** Manager of Brand Marketing Sounders FC **[Kayse Angel](https://www.linkedin.com/in/kayse-angel-700780161/)** Email Marketing Coordinator Sounders FC **[Sara Shaker](https://www.linkedin.com/in/sarabshaker/)** Manager of Marketing, Sales, and Membership Sounders FC **[Sahid Alpizar](https://www.linkedin.com/in/sahidalp/)** Graphic Designer Sounders FC **[Ethan Wong](https://www.linkedin.com/in/ethan-wong-4ba534b6/)** Graphic Designer Sounders FC **[David Marksbury](https://www.linkedin.com/in/davidmarksb/)** Associate Graphic Designer Sounders FC **[Connor Pickett](https://www.linkedin.com/in/connorfpickett/)** Video Producer Sounders FC **[Hans Steele](https://www.soundersfc.com/)** Video Producer Formerly Sounders FC **[Myron "Dominic" Duarte](https://www.linkedin.com/in/myron-duarte-451899192/)** Associate Video Producer Sounders FC **[Tyler Johnson](https://www.linkedin.com/in/tyler-lee-johnson/)** Manager of Game Presentation Sounders FC **[Makinzie Packwood](https://www.linkedin.com/in/makinzie-packwood-9146701a6/)** Operations Assistant Sounders FC **[Bryan Babcock](https://www.linkedin.com/in/bryan-babcock-58119911a/)** Director of Video Production Sounders FC **[Zoe Pearce](https://www.linkedin.com/in/pearcezoe/)** Director of Brand Marketing Sounders FC **[Abby English](https://www.linkedin.com/in/abbymenglish/)** Director of Digital & Content Sounders FC **[Joe Legaz](https://www.linkedin.com/in/joelegaz/)** Director of Game Presentation Sounders FC **[Sara Molina](https://www.soundersfc.com/)** Director of Brand Design Formerly Sounders FC **[Andre Elkins](https://www.linkedin.com/in/andreelkins/)** Director of Event Operations Sounders FC **[Cole Parsons](https://www.linkedin.com/in/cole-parsons/)** VP of Marketing Sounders FC **[Taylor Graham](https://www.soundersfc.com/)** Chief Marketing & Revenue Officer Sounders FC **[Mike Fiechtner](https://www.linkedin.com/in/mike-fiechtner-788a463/)** Photographer Sounders FC **[Jane Gershovich](https://www.linkedin.com/in/jane-gershovich-173a0612/)** Photographer Sounders FC **[Carlton Canary](https://www.linkedin.com/in/carlton-canary/)** Photographer Freelance **[Kaitlin Bailey](https://www.linkedin.com/in/kaitlin-bailey-8578a03b/)** VP of Business Strategy & Insights Sounders FC #### Celebrate in NYC Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.   [![RESERVE SEATS](https://no-cache.hubspot.com/cta/default/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89.png)](https://cta-redirect.hubspot.com/cta/redirect/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89)