In early 2024, U.S. Soccer tapped The Program to breathe new life into its Insiders Membership program. With soccer fandom on the rise and a packed schedule of exciting events on the horizon, it was the ideal time to reinvigorate the program with fresh creative to connect with a new generation of soccer fans. As the writer on the project (and an avid soccer fan), I assisted in laying the strategic foundation for our creative expression before developing a full suite of updated messaging, from headlines to fan journey maps, voice and tone guidelines, naming conventions, a manifesto and more.