Broldan came to us with huge aspirations of inspiring the next wave of soccer players in the United States. Being two brothers living out their dream of becoming professional soccer players, Alex and Cristian Roldan wanted to put out the message that "it all started with a dream just like yours".
We met with the brothers to talk about their vision and what their inspiration was behind starting a brand. What they said opened our eyes to what their brand could mean to the community; they said, "it is very rare for two brothers from California to both play NCAA Division 1 soccer in Seattle for rival universities and get drafted by the same team, the Seattle Sounders. This city has embraced us and it has become our home. The fans mean a lot to us and we want to give back to them with Broldan."
From the brand strategy meeting, we arrived at these brand attributes: Inspiring, United, Community-oriented, Authentic, Sincere, and a Family or Band of Brothers & Sisters. They said that these brand attributes perfectly defined them and their vision for what Broldan could be for local Seattle Sounders fans.
Using the brand attributes, we created the brand color palette, as well as the voice and slogan of the company.
For the brand design, we wanted something that represented the sport that connected the fans with the players. We started to experiment with what we could do with a soccer ball as the foundation to represent the brand that Broldan strives to be, as well as the unity that all members across the club and brand feel.
We started with the outline of a soccer ball to represent the wholeness of the community. With that, we used the iconic pentagonal panels found in soccer balls to represent the sports that bonds the fans and players. Lastly, we wanted to represent the unity of the brand by placing lines side-by-side; representing the fans standing in unity to support the team. Using the circular form, we were able to represent the elements of community, family, and unity that are present through sport to design the Broldan logo. Lastly, we chose a font that felt natural to use for the brand, Brother 1816. Broldan is a Band-of-Brothers created by brothers, and that is present throughout the entire brand.