A global sports brand expanded & strengthened its fanbase across the globe without ever needing to expand its stadiums.
The best work starts with the best questions, like ‘How can a global sports brand based in Europe connect with its North American fans?’
What started as a strategic challenge to deepen the emotional bond between league and supporter became a complete brand and experience system that celebrates the beating heart of football culture: the fans themselves.
We immersed ourselves in LALIGA: from visiting their clubs, fully experiencing their culture, and speaking with fans, we uncovered what these fans truly crave: connection, access, and belonging.
From there, we designed a membership experience that brings the energy of European matchdays to life in North America. A mix of live activations, exclusive merchandise, and a members-only digital platform keeps fans close to the action, anytime and anywhere.
Disciplines
Brand Strategy
Naming
Visual Identity
Motion Design
Web Design
Web Development
Experience Design
Launch & Acquisition Strategy
Team
Lawrence Ngo
Design Director
Haley Stephenson
Creative Director
Amber Tormey
Design Researcher
Kendall Hannan
Director of Operations
Whitley Wilburn
Director of Marketing & Acquisition
Division
Lifetime Loyalty (LTL) at AnyRoad
Eleven players stand on the pitch, but it’s the twelfth player, standing in the crowd, who inspires them to greatness.
The name LL12 pays tribute to that spirit: the fan as the driving force behind every goal, chant, and victory. The “LL” nods to LALIGA’s legacy, while “12” transforms that heritage into a rallying symbol of belonging and energy.
We crafted a membership identity built for instant recognition. Following LALIGA’s rebrand, we used their refreshed brand to its fullest, ensuring the membership would feel unmistakably LALIGA.
To bring the brand to life, movement became our guiding principle. The visual system was designed to feel kinetic and electric, a reflection of fans in constant motion: chanting, cheering, and energizing players.

From Concept to Culture

LL12 lives both online and in the real world. The brand debuted through El Partidazo, a recurring series of public watch parties across major U.S. cities. These matchday events transformed local venues into immersive environments filled with branded installations, curated merch, and live activations.
For LL12 members, access extended even deeper: exclusive meet-and-greets with LALIGA legends, influencers, and cultural icons designed to feel intimate and unforgettable. Each event reinforced the program’s mission: to turn spectators into participants and fans into family.
A milestone moment arrived with the flagship launch in New York City, where LL12 was unveiled in full. The LTL team oversaw every detail: creative direction, on-site signage, apparel, gifting kits, and event choreography. The result was a showcase of what LL12 represents: culture, connection, and collective pride.

Growing the Superfan

To scale the program, LTL launched a multi-channel acquisition campaign that extended the brand’s energy beyond the event floor. Social campaigns, referral programs, raffles, and influencer collaborations invited new fans into the ecosystem, while a thoughtfully designed email onboarding flow ensured the experience felt cohesive from the very first touchpoint.
Whether a fan discovered LL12 through a digital moment on Instagram or a branded photo activation at a watch party, the journey felt elevated, cohesive, and immediate. It was a seamless continuation of the brand’s promise.

A New Model for Fan Engagement

LL12 redefines what premium fan engagement can look like: culture, elevated design, and intentional execution at every step, the brand reflects a new era of participation over passive support.
By creating LL12 from the ground up, the LTL team helped LALIGA transform passion into true fan participation