As of 2011, Portland is the proud home to two professional sports teams: the Portland Trail Blazers, and now, the Portland Timbers. Preceding their debut as a major league team, the Timbers wanted to grab the attention of not only the average Portland sports fan, but to put Portland on the MLS map. Their goal was to fill every seat in the new Jen-Weld Field for the 2011 season.

The Timbers internal marketing staff first reached out to Jelly Helm Studio to pitch a campaign, who, in turn, asked us to help the effort. We worked collaboratively with Jelly and his staff designer Aaron Rayburn and asked ourselves, “What exactly does ‘Pure Portland, Pure Soccer’ mean?”

Answer: The fans. Lots of them. With axes.

Photography by Chris Hornbecker.

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