Play it forward. 

Atlanta is home to many soccer leagues, but one stands out as the only adult soccer league with a social cause. We named it Allside. And it's quickly taking over as Atlanta's home for everything soccer. 

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Our friends at Soccer in the Streets, a youth development program, came to us in early 2026 with dreams of creating a new brand for their adult rec league. At the time, it had no identity and was referred to as "Soccer in the Street's adult rec league" which posed some obvious communication challenges. With a blank slate to work from, we were able to co-create a refreshing name and identity based on their core positioning: a social league with a social cause. 

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After strategy, we dove straight into name explorations, and Allside came out as the clear winner. It's not only a positive spin on the familiar soccer term "offsides," but it also represents the welcoming and inclusive heart of the organization. 

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After naming, we moved forward with visual and verbal identity development. One of the key markers of the new identity was bringing back an early drawing that was part of Soccer in the Street's brand during the 90's. We call this character "Y'alli" as it's quickly become a lovable symbol that connects Allside to its parent nonprofit in a subtle, yet powerful way. Alongside Y'alli is a playful and flexible suite of graphics paired with a striking tone on tone green color palette that sets Allside apart. The approachable wordmark feels both active and friendly, allowing Allside to appeal to its core audience: new players and players-turned-donors. 

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Within the first month of launching, Allside already doubled it's annual new member goal. They continue to see solid growth in players, pickup games and event participation and are forecasting 30% revenue growth for the year.