Selected work/LL12 x LALIGA
Brand & Experience · 2024 → present

How can a global sports brand based in Europe connect with its North American fans?

A strategic challenge from LALIGA became a chance to build something that hadn't existed: an official LALIGA membership for North American supporters. Our team designed the brand, the experience, and the launch system end to end. The result is LL12, a fan-first program that has scaled to nearly twelve thousand members across fourteen cities in its first season.

Members enrolled
11,786
Active LL12 members in the program's first season.
Events / season
65
Watch parties, member meetups, and activations across the season.
Cities
14
Major North American markets reached in season one.
Legends featured
7
LALIGA legends headlining member-exclusive meetups.
— The opportunity

Passion was already there. Participation wasn't.

The best work starts with the best questions. The one LALIGA brought us was simple: how can a global sports brand based in Europe connect with its North American fans? Distance, time zones, and unfamiliar matchday rituals had created a passive viewership where there should have been an active community.

The answer came through immersion. We visited LALIGA clubs, experienced the culture in Spain, sat with North American supporters at watch parties. The passion was already there. North American fans loved the league. What was missing was a way to belong to it. The opportunity wasn't to build awareness. It was to build participation.

"Eleven players stand on the pitch. The twelfth, standing in the crowd, drives every goal, chant, and rivalry."
— My role

What I owned, what the team owned, what the division shipped.

— I owned

Strategy, identity, and direction.

  • Brand strategy and naming for the LL12 identity
  • Visual identity: logo, color, typography, motion principles
  • Web design and front-end direction
  • Experience design across digital and live touchpoints
  • Launch and acquisition strategy direction
  • Hands-on design contribution where the work needed it
— Team

Disciplinary depth.

  • Haley StephensonCreative Director
  • Amber TormeyDesign Researcher
  • Kendall HannanDirector of Operations
  • Whitley WilburnDirector of Marketing & Acquisition
— Division

Lifetime Loyalty at AnyRoad.

  • Strategic partnership management with LALIGA
  • Operational backbone and member infrastructure
  • Event production and venue partnerships
  • Legend booking and talent coordination
  • Ongoing program operations
— The strategic frame

The brand started with a single insight.

Eleven players on the pitch. The twelfth in the crowd.

Across world football, the twelfth player has always been the fan. The voice in the stadium. The one who turns a 2-1 lead into something unbreakable. The name LL12 pays direct tribute to that spirit. A membership built on the idea that the fan isn't an audience, the fan is part of the team.

Following LALIGA's then-recent rebrand, we designed an identity that lived in the same universe: angular, kinetic, unmistakably football. Built for instant recognition. Built to celebrate the supporter, not the spectacle.

Movement became our guiding principle. The visual system was designed to evoke the energy of the crowd: direction, rhythm, momentum, carried across every surface from a wallet pass to a launch event in Manhattan.

LL12 brand book cover: El Jugador #12, The 12th Player
LL12 Brand Book · El Jugador #12 / The 12th Player
— The brand identity

Built for instant recognition. Designed for movement.

The LL12 brand sits in the LALIGA universe but stands on its own through strong use of black, a coral signature, and a 32° sheared headline treatment that carries the kinetic energy of the crowd.

— Identity / 01

The Mark

— Identity / 02

Color

Coral
#FF4B44
Rich Black
#00001B
Soft Purple
#9B5CFF
Light Gray
#EAEAEA
— Identity / 03

Typography

This is
a headline
LALIGA Headline Std Bold · 32° shear treatment
— H1 / Headline Std Bold · Sheared
— H2 / Headline Std Bold · Sheared
— H3 / Headline Wide Bold
— Body / LALIGA Text Regular

The system extends across digital and physical: web, mobile app, wallet pass, watch party signage, gifting kits, broadcast lower-thirds, social, and merch. Built on a movement principle, the kinetic typography and coral accent recur as recognizable signals at every scale, from a 10-foot stage banner to a 12-pixel app label.

— Brand in application

The system, in the wild.

A brand isn't real until it ships across every surface a fan touches. The LL12 system extends from a printed brand book to the website to the app promo to broadcast video lower-thirds, with the same kinetic typography and coral signature carrying the energy at every scale.

LL12 venue signage: The Official LALIGA Club
Venue Signage / Stadium-scale Wayfinding
LL12 brand book inner pages
Brand Book / Inner Pages
LL12 app promotional spread
App Promo / Marketing Spread
LL12 website frame 1
Web / Marketing Site Frame 01
LL12 website frame 2
Web / Marketing Site Frame 02
— The live experience

From concept to culture.

LL12 lives both online and in the real world. Two experience pillars carry it: a recurring public watch-party series, and a flagship launch that put the brand on the map.

El Partidazo watch party flyer featuring Diego Forlán
— Pillar 01 / The recurring ritual

El Partidazo. The watch parties that became the program's heartbeat.

El Partidazo is the recurring fan ritual at the center of LL12. A series of public watch parties, hosted in venues across the country, bringing North American supporters together for the highest-stakes LALIGA matches of the season: El Clásico, Madrid Derby, Sevilla Derby, the title-deciders.

Each event was scoped end to end: venue partnerships, branded environments, fan signage, broadcast production, food and drink programming, and the kind of crowd staging that turns a watch into a matchday. Public-facing, free to attend, designed to convert one-night attendees into long-term members.

Events / season
65
Cities
14
Format
Public · Free
LL12 venue signage at NYC launch: The Official LALIGA Club
— Pillar 02 / The flagship moment

NYC launch. The unveiling.

A milestone moment arrived with the flagship launch in New York City, where LL12 was unveiled in full. The team oversaw every detail: creative direction, on-site signage, apparel, gifting kits, food and drink programming, and event choreography from arrival to closing.

The result was a showcase of what LL12 represents: culture, connection, collective pride. Featured LALIGA legends, influencers, broadcast partners, and the first wave of LL12 members. The brand's first big public statement and the moment the program crossed from concept into culture.

Venue
New York City
Scope
Brand · Apparel · Gifting · Production
— The member-exclusive layer

Access nobody else could buy.

Public watch parties brought fans in. Members got a layer above the public floor: meet-and-greets and intimate experiences with the legends who built LALIGA. Seven of the most decorated names in the league's history headlined member events across the season.

— Legend 01
Iker Casillas
Real Madrid · Spain · World Cup champion
— Legend 02
Rafa Márquez
FC Barcelona · México · Captain
— Legend 03
Diego Forlán
Villarreal · Atlético Madrid · Pichichi
— Legend 04
Fernando Morientes
Real Madrid · Liverpool · Spain
— Legend 05
Marcos Senna
Villarreal · Spain · Euro 2008 winner
— Legend 06
Edmilson
FC Barcelona · Brazil · World Cup champion
— Legend 07
Martín Mantovani
Leganés · Argentina · LALIGA captain
— Plus...
More to come
Season-on-season legend programming continues
— The digital home

One app for matchday, membership, and everything in between.

Where members live between matches.

The LL12 app is the digital home for every member. It surfaces the next watch party near you, holds member-exclusive content and replays, lets fans RSVP to events with a tap, and connects to the wallet pass that gets members into venues and exclusive activations.

The interface uses the LL12 brand at full intensity: pure black canvas, coral as the action color, soft purple reserved for digital affordances, sheared headlines for moments that need crowd-energy. Information density tuned for fans on their phone in the middle of a watch party, not at a desk.

  • — Event discovery, geo-personalized
  • — RSVP & calendar integration
  • — Member-only video & replays
  • — Wallet pass for venue entry
  • — Push for legend appearances
  • — Referral & raffle entry
LL12 mobile app: Exclusive Videos, Latest Videos, LALIGA Explained

Every RSVP requires joining LL12 first. A 3-step flow collects account credentials, then builds the member profile with location, phone, and favorite LALIGA club. The intentional friction creates a richer database from day one.

ll12.laligaclub.com/events/el-partidazo
LL12 event landing page with join gate
LL12 registration step 1: account creation
LL12 registration step 2: location and favorite team

After joining, members land on a personalized dashboard: upcoming events to RSVP, exclusive LALIGA video content, benefits, and raffles. The portal is where membership value is felt between events, and where club affinity data from registration starts doing real work.

home.laligaclub.com
LL12 member portal: Home
LL12 member portal: Events
LL12 member portal: Exclusive Videos
LL12 member portal: Account
Mobile
LL12 member portal mobile: Home
Home
LL12 member portal mobile: Events
Events
LL12 member portal mobile: Videos
Videos

Geo-located event discovery, 2FA passwordless login, exclusive LALIGA content, and the wallet pass for venue entry. Information density tuned for fans checking in mid-watch-party, not sitting at a desk.

LL12 app splash screen
Splash
LL12 app login
Login
LL12 app 2FA verification
2FA verification
LL12 app home
Home
LL12 app upcoming events
Upcoming events
LL12 app location filter
Location filter
LL12 app video library
Video library
LL12 app video player
Video player
LL12 app profile
Profile
— Merchandise suite

Brand objects that members keep.

A membership isn't only what you do, it's what you carry. The LL12 merch suite turned the brand into objects that members wore, used, and brought home: scarves for the watch parties, match balls for the launch event, travel kits for the trip to Spain.

LL12 branded scarves
Scarves · Watch Party Drops
LL12 LALIGA match ball
Match Ball · Launch Event Edition
LL12 member travel kit
Travel Kit · Member Welcome Set
— The acquisition system

How public moments became private memberships.

Watch parties drew people in; the acquisition system converted that energy into long-term membership. Multi-channel by design, sequenced from first impression through the welcome kit landing on a member's doorstep.

— Channel 01

Social campaigns

Performance-led Instagram, TikTok, and YouTube targeting fans by club affinity and city. Branded content carried the kinetic LL12 visual language across every cut.

— Channel 02

Referral programs

Member-driven invitations with clear incentives, tracked end to end. Built into the app so a member could invite a friend mid-watch-party.

— Channel 03

Influencer collaborations

Football-culture creators who already spoke to North American LALIGA fans. Authentic content over branded posts, with on-site activations at flagship events.

— Channel 04

In-event activations

Branded photo activations, raffles, and on-the-spot member sign-ups at every public watch party. The conversion moment was the moment of peak fan energy.

Every channel landed in a single onboarding flow, a thoughtfully designed email sequence that picked up wherever a fan was first introduced. The journey from "I follow LALIGA on Instagram" to "I'm holding my LL12 wallet pass at El Partidazo in Miami" felt elevated, cohesive, and immediate. A seamless continuation of the brand's promise from first touch to first event.

— Outcomes

What the program delivered in season one.

Members enrolled
11,786
Active LL12 members in the program's first season.
Events / season
65
Watch parties and member meetups across the season.
Cities
14
Major North American markets reached.
Legends
7
LALIGA legends headlining member-exclusive events.

Beyond the numbers: LL12 redefined what premium fan engagement can look like for a North American audience. Culture, elevated design, and intentional execution at every step, from a 12-pixel app label to a 12-foot launch banner. The brand became a model of participation over passive support, and proved that a European league can build genuine community at North American scale without ever needing to export the stadium itself.

— On reflection

What this taught me about brand-meets-experience.

The hardest part of LL12 wasn't designing the brand. It was making the brand do work in places brand work usually doesn't reach: the rhythm of a watch party, the choreography of a launch, the email subject line that lands the day after a fan's first El Partidazo. A brand identity is not a logo and a color palette. It's the consistency of feeling across every surface a fan touches, online and in the room.

The other lesson was about partnership. LL12 succeeded because LALIGA trusted the team to build the brand from the ground up rather than apply LALIGA's existing assets to a North American template. The right answer wasn't "localize the league." It was "design something new that lives in LALIGA's universe but speaks the fan's language."

What I'd push next: deeper personalization in the app, club-affinity programming (a Real Madrid member's experience versus an Atleti member's), and the second-season expansion into more cities. The first season proved the format. The next stage is making LL12 feel personal at scale.

— Previous case

Lifetime Loyalty Ecosystem

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