Lab Five

My soccer home

CLIENT
Lab Five LLC

AGENCY
Revive Brands

ROLE
Creative Direction
Art Direction
Design

EXPERTISES
Brand Identity
Brand Content
Global Activation
User Interface
Motion Graphics

SECTOR
Sport
Entertainment
Social

Lab Five is a global group of five-a-side soccer centers, nestled into several neighborhood communities and cultures. The company, based in Los Angeles, develops innovative systems and fosters avant-garde technologies to enrich the game and help players hone their skills.

Committed to diversity and inclusiveness, Lab Five gathers amateurs, enthusiasts, and professionals in a common space. The main concept was to create a clear brand that inspires healthy competition and challenge. More than a sports brand, the soccer centers are also a place for self-expression and socializing, helping more than just our athletes’ bodies.

For the global new communication strategy, I directed and designed the new brand. I created a clear and bold visual identity with a logotype at its center that inspires challenge and friendship. More than soccer, the territory represents a social movement and pushes you to give your best to succeed on the field as well as in life.

BRAND DESIGN

Up your game

ARTISTIC EXPLORATIONS

A visual language giving voice to diversity

The visual codes are inspired by speed and beautiful play, but also crucially by human expression and exchange.

The territory is a central element in the overall identity. Just as football clubs defend their territory, Lab Five defends its turf and its team.

APPAREL & EQUIPMENT

A brand designed for players

Signs of family

Each physical medium borrows an element of language from the brand territory. These signs, which can be assembled and disassembled, to offer a unique reading of the game. These icons are a visual narration of dynamic actions: passing, advancing, holding, scoring...

SIGNAGE & ENVIRONMENTAL GRAPHICS

A global system

Multifaceted Territories

The signaling elements on and off the field are part of the common language of the brand. Designed as a whole, this system invites you to play, to be friendly and to surpass yourself.

SOCIAL BRAND CONTENT

Soccer, made social

Powerful expression

Lab Five has developed a strong online presence through event communication. Social media plays an essential role in the development of the brand.

A global activation increased awareness of Lab Five for the opening of its first center in Los Angeles.

Nationwide development

National expansion is underway to open new clubs in California as well as other states. An offline campaign is used to promote the brand and gain awareness around the physical locations of the centers.

USER INTERFACE & EXPERIENCE

The experience of a living game

The Lab Five website is the beating heart of online communication creating community. With all match results, commercial offers and future events and competitions posted, the site is a hub for the Lab Five audience.