Devoted Grand Rapids community members and soccer players hosted the city’s first Grand Rapids Champions League in the summer of 2015. The neighborhoods of Grand Rapids played against each other throughout the season for the league title, with the intent of creating community between the citizens of GR. The Champs League faces many challenges in the coming years, mainly from time and budget, so a brand was created to help remedy these issues. The “Good game. Good day.” ad campaign and branding grew with the intent to capture the casual spirit of the pickup game and communicate the fun. Each element of the brand was crafted with minimal budget and production time in mind. Focus was also put on diversity and inclusion of primarily Spanish speaking players.