I still have the original presentation, the notes, the sketches of the logo from our first meetings with MLS, David Beckham, LA Galaxy and Adidas. (Someday, I'd love to write a book with Ed O'Hara on this and other defining Sports Branding moments.)
In 2007, when the MLS was in dire need of repositioning and The Beckham Era was beginning, SME was engaged to help. As the Associate Creative Director, I helped write and deliver the original brand pillars, manifesto (included here) and new positioning. This work was being done simultaneously to the LA Galaxy and Colorado Rapids re-brands. No small feat for our small team at SME.
The MLS grew in considerable ways and continues to evolve as a force in the world of Fútbol.