New York City FC with Milo Kowalski and Justin Au

As New York City FC approached their 10th season, the club set
its sights on cementing its place among the city’s most iconic
teams. But in a city of strong opinions, it wouldn’t be easy.
Soccer supporters are famously passionate and loyal, while New
Yorkers take spirited to another level. Milo Kowalski, Senior
Creative Director at NYCFC, and Justin Au, Creative Director at
Gretel, share the play-by-play of how they scored a branding win
with one of the toughest crowds around.


To see the change of brand for yourself, visit achangeofbrand.com
or follow us on Instagram @achangeofbrand.


Created by Matchstic (matchstic.com / @matchstic), hosted by
Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and
scored by ATAM Audio, produced by Brianna Belcher, and artwork by
Stephanie Kim and Michael Martino.