ATLANTA UNITED x ZEP
ATL UNITED PARTNERSHIP CREATIVE
COPY: Drew Grossman
ART DIRECTION: Dallas Ford
CD: Sarah O’Brien
AGENCY: Hot House
CLIENT: Atlanta United
In 2021 I partnered with art director Dallas Ford to create pitch materials for the Atlanta United to form a partnership with Zep, the Atlanta-based cleaning products giant. The brief asked for a series of creative assets to show how a partnership could look, taking advantage of in stadium signage, social media, promotions, giveaways, and point-of-purchase installations.
We built a co-branded pattern that combines the Atlanta United brand pattern with the Zep Z to create a versatile co-branded asset that represents both brands.
Zep branded Defensive Man of the Match social "Keep it clean"
This Zep purchase promo makes a branded CTA of Atlanta United's "Unite and Conquer"
Sir! Sir! You gotta call that!" When the ref misses a call, the United faithful let them know that 'we keep things clean in Mercedes Benz with Zep.' Our Zep yellow cards give Zep branding to the iconic soccer visual. We hand these out for free at the stadium so fans can raise the yellow card when they've seen a penalty on the field.
'We gon' shine' is a United rallying cry. It's perfect for Zep products that really make things shine. Here's an in-store point of purchase.
Keep it Clean in the Dirty South. In-stadium signage.
A Clean Sheet is a scoreless game. Here we show an in-stadium promo inspired by the clean sheet.
Atlanta United typography with Zep colors and co-branded pattern. We added the squeaky clean flourish on the headline. We lean into Zep colors because this asset appears in-stadium in a heavily Atlanta United branded environment.
We bring in the Atlanta United's 5 Stripes in the subhead as well as graphically as a co-branded visual element.