The Jim Beam U.S. Soccer Block Party
Block Party reframes the pregame ritual as a branded street takeover. The identity borrows from the environments it inhabits, with a logo that echoes the dynamic, skewed perspective of a street sign where motion pauses and energy gathers.
USSF’s new color system and expressive typography set the tempo, while a Jim Beam signature texture brings heritage and grit into the mix. Angled compositions and playful motion keep everything in flux, building anticipation and matching the surge of fan energy before kickoff.
On the ground, each event transforms city blocks into high voltage warmups for both the Men’s and Women’s National Teams, with live music, interactive play, elevated street food, and Jim Beam cocktails.
Before
After
