MLS QUEST

As Head of Design at Sweet, Caleb led the creation of the MLS platform and its brand from the ground up—developing the visual identity, color system, design language, and overall creative direction. He guided a multidisciplinary team across UX/UI, 3D, motion, video editing, illustration, and brand design to build the website and generative creative kits used to showcase the highlights collected by fans.

Caleb also directed video shoots with MLS players, combining green-screen production, motion, animation, and design to create dynamic advertisements displayed across the country. From establishing the brand and leading the team to working hands-on throughout production, he brought every element together into one cohesive and scalable experience.