The best tournaments in the world understand something crucial: the draw is the beginning of the story.
The World Cup. The UEFA Champions League. These moments aren't administrative—they're spectacles that set the tone for everything that follows. When CONCACAF came to us for the 2023 Gold Cup draw, we knew we had an opportunity to do the same for the region's most important soccer tournament.
The World Cup. The UEFA Champions League. These moments aren't administrative—they're spectacles that set the tone for everything that follows. When CONCACAF came to us for the 2023 Gold Cup draw, we knew we had an opportunity to do the same for the region's most important soccer tournament.
We started with the Gold Cup trophy itself—its geometric forms and metallic textures became the foundation of the entire visual system.
That language informed everything: scenic design, environmental graphics, broadcast packages, digital assets, and social media content. The goal was to create a brand experience that felt distinctly Gold Cup, whether you were walking the red carpet at SoFi Stadium or watching on your phone in San Salvador.
SoFi Stadium in Inglewood wasn't just a venue—it was a statement about the tournament's ambition and scale. But the real work was in translating that ambition into a visual identity that could live everywhere: on-site branding that transformed the stadium into Gold Cup territory, broadcast graphics that reinforced the tournament's premium positioning, and social-first content designed to amplify the moment across platforms.
Every touchpoint became an opportunity to build regional pride—a visual system that honored the diversity of CONCACAF while creating a unified identity strong enough to compete on the global stage. Because when your branding is consistent, your tournament feels inevitable.
