Case Study: Houston Dynamo achieves compelling, city-focused storytelling off the pitch with PhotoShelter for Brands

Houston Dynamo’s Storytelling Off the Pitch

Houston Dynamo’s creative team set out to tell a compelling, city‑rooted story that would differentiate the club from other MLS teams while managing coordination across departments, freelancers, and two teams (Dynamo and Dash). They also faced the sudden need to pivot away from gameday content during COVID‑19, keeping storytelling fresh and connected to Houston and its fans.

They responded by unifying video and graphics into one creative unit, prioritizing strong photography and city‑focused narratives (anchored by the “H‑Town Hold It Down” motto), sharing their vision early for organizational buy‑in, and centralizing assets in PhotoShelter for Brands. The approach—plus new formats like animation and deeper infographics—created a cohesive one‑club identity, streamlined workflows, and amplified off‑pitch, human‑interest storytelling, outcomes detailed in an on‑demand webinar and Q&A with Creative Director Juan Loya.

Houston Dynamo

Juan Loya

Creative Director