A brand refresh and rallying cry for an MLS legend
With a new head coach, a revitalized roster, and a cutting-edge training facility, Chicago Fire FC’s 2025 season marks a new era. To build momentum, they turned to Someoddpilot for a brand refresh and launch campaign designed to turn heads, spark pride, and pack the stands. Rooted in the city’s attitude, grit, and pride, the brand identity pays homage to the Fire and Chicago’s shared legacy. The system is designed for impact and agility, flexing easily from big brand moments to tactical, hard-hitting ads.
At the heart of it all is “Fire Up”—a high-energy rallying cry that unites players, fans, and the city itself. We debuted the brand on the world’s biggest stage—Super Bowl LIX—with an anthemic spot shot by our in-house team. From there, an integrated campaign swept across digital, social, and out-of-home, making sure every corner of Chicago felt the heat.
