Brooklyn United (BKU) was born out of Park Slope United (PSU), extending its character-driven approach to a more competitive level of play. As a new academy for middle and high school athletes, BKU set out to become a premier destination for elite soccer development.
To get there, BKU partnered with Additive to create a visual identity that could stand out in a crowded youth sports landscape and attract top-tier talent.
Key Deliverables
We worked closely with BKU leadership and coaches to define the role of the brand.
In addition to connoting an elite soccer academy to athletes, partners and investors, the brand needed to feel like a more mature, high-achieving sibling of PSU while reflecting the same commitment to excellence, integrity and community.
With Brooklyn in its name, capturing the personality of the borough — tough, smart and real — was also essential. More importantly, the brand needed to resonate with 12- to 18-year-olds and work seamlessly across physical and digital worlds, from banners and kits to TikTok and Instagram.
With these principles in mind, we developed a visual identity rooted in confidence and edge. The BKU mark forms a modern shield, anchored by a crown that signals aspiration and earned respect, with a nod to Kings County.
A subtle hexagon structure connects back to PSU and to the geometry of the game. A black and white palette delivers contrast, clarity and presence, standing apart while feeling unmistakably Brooklyn.
Since launching in 2021, BKU has grown into one of New York City’s leading youth soccer academies. Together with PSU, it now serves more than 3,000 players, opening pathways to collegiate and professional play.
The brand has also helped attract a growing network of sponsors and partners, from local businesses to Adidas.
In 2026, BKU was invited to join MLS NEXT, one of the most competitive youth development platforms in the country, further expanding opportunities for the next generation of athletes.
