Lab Five

Lab Five stands as a dynamic global network of five-a-side soccer centers, strategically rooted within diverse communities across the world. More than just venues, these centers are designed to be hubs where innovation and cutting-edge technology converge to significantly elevate the traditional five-a-side game and refine essential player skills. Based originally in Los Angeles, the brand’s core philosophy is built around inclusivity, welcoming everyone from eager amateurs and dedicated enthusiasts to seasoned professionals into inspiring spaces. These environments are meticulously crafted to foster healthy competition, encourage self-expression, and build genuine community connections.

For the launch of Lab Five's new global communication strategy, I took the lead in comprehensively reimagining the brand’s entire identity. This initiative required crafting a bold visual language anchored by a distinctive and striking logotype designed for instant global recognition. This was not merely a cosmetic branding exercise; it was a strategic effort to position Lab Five as more than just a soccer facility. The brand identity needed to articulate its status as a social movement: one that challenges its community to excel both on the field and in life, powerfully uniting players through the spirit of friendship and shared ambition.

The resulting visual language I built actively transcends the typical sporting aesthetic, embodying the energy and communal spirit of the brand's global network. The new identity powerfully reflects Lab Five's commitment to bridging communities through technology and sport. By focusing on a design system that champions boldness, innovation, and unity, the brand now speaks to the competitive drive of professionals while celebrating the connection and self-expression of every participant. This comprehensive rebrand successfully positioned Lab Five to champion a new era of five-a-side soccer, where the pitch serves as the ultimate catalyst for personal growth and social bonding.

Up your game

A visual language giving voice to diversity

The visual codes are inspired by speed and beautiful play, but also crucially by human expression and exchange.

The territory is a central element in the overall identity. Just as football clubs defend their territory, Lab Five defends its turf and its team.

Signs of family

Each physical medium borrows an element of language from the brand territory. These signs, which can be assembled and disassembled, to offer a unique reading of the game. These icons are a visual narration of dynamic actions: passing, advancing, holding, scoring...

A global system

Multifaceted Territories

The signaling elements on and off the field are part of the common language of the brand. Designed as a whole, this system invites you to play, to be friendly and to surpass yourself.

Soccer, made social

Lab Five has developed a strong online presence through event communication. Social media plays an essential role in the development of the brand.

A global activation increased awareness of Lab Five for the opening of its first center in Los Angeles.

National expansion is underway to open new clubs in California as well as other states. An offline campaign is used to promote the brand and gain awareness around the physical locations of the centers.

The experience of a living game

The Lab Five website is the beating heart of online communication creating community. With all match results, commercial offers and future events and competitions posted, the site is a hub for the Lab Five audience.