When the United Soccer League announced the launch of a professional soccer team in Birmingham, Big was tasked with building the brand from scratch — team name, brand identity, uniform design, team mantra, social media, stadium banners, paid media and more.
But the real task was to rally a city. To fill the stands. To build community pride in a city where pro sports teams had never previously flourished. To do that, we knew that it has to be about more than a perfect name or a well-designed uniform. It’s about connection.
Hammer + Anvil
Unifies our cheer of “Hammer Down.”
Our Shield
Pays homage to our unified attack on the pitch.
Our Sparks
Embody our fiery spirit and define our character.
The proof is in the stands. In March 2019, Birmingham Legion FC opened its season to a sold-out game. Eight months later, they average 88% home game attendance, making Legion FC 13th in attendance out of the 36 USL Championship teams.
We worked together with local musician, The Green Seed to create a custom track for our hype video. The Legion Soccer Anthem is available on Spotify and Apple Music.
