Concacaf
Men’s Champions Cup Competition Assets Guide
Services Provided: Research & Creative Strategy, Design Elements Development, Style Guide Design
Competition asset development for Concacaf’s premier club tournament
Concacaf partnered with Design Force, Inc. to create a comprehensive asset guide for the Concacaf Men’s Champions Cup, the region’s most prestigious international club competition. As the pathway to the expanded FIFA Club World Cup, the tournament brings together 27 top clubs from Liga MX, MLS, Canada, Central America, and the Caribbean in a 51-match battle played from February through June.
Following the competition’s 2023 rebrand, the guide builds on a bold visual identity shaped by dramatic color, intensity, and the tagline “Epic battles, the grit required to win.” Designed specifically for licensees, the asset guide delivers a structured yet flexible system to support licensed consumer products while reinforcing the competition’s elevated positioning and continued growth in attendance, viewership, and media coverage.
Translating club passion into a flexible licensed product system
Our goal was to turn the reimagined Champions Cup brand into a clear, practical toolkit for partners. The guide provides official brand assets alongside adaptable design elements that define the visual aesthetic across apparel, headwear, and accessories. Licensees can use the featured elements directly or build custom executions within the established framework, ensuring consistency while allowing room for creativity.
To navigate club mark restrictions, we developed Event Brand Marks–themed designs built around club nicknames rather than official logos. For the tournament climax, we created a Final-themed design highlighting the two competing clubs, along with a Champions-themed design for the winning club. We also created a Volar™-themed graphic designed to extend the brand’s reach to youth and family audiences by featuring Concacaf’s mascot during Champions Cup events.
The result is a cohesive asset system that captures the grit, drama, and rising profile of the competition while equipping partners to bring that energy to market in meaningful, on-brand ways.
