MPE — Management Plus
The brand and site for the agency behind the Shaq brand.
Sports & Entertainment · Brand, Website
mpe.com ↗
MPE — Management Plus
The brand and site for the agency behind the Shaq brand.
Sports & Entertainment · Brand, Website
mpe.com ↗The starting point
A legacy of icons, waiting for one voice.
Management Plus Enterprises, founded and led by Leonard Armato, accelerates the growth of brands across sports, entertainment, media, tech, consumer products and event production. Its story runs through Shaquille O'Neal, Kerri Walsh Jennings, Lisa Leslie and Oscar De La Hoya.
The work goes well beyond athletes — the Harlem Globetrotters, the AVP beach volleyball tour, Skechers, Quincy Jones, a FIFA World Cup anthem. The challenge was to give one agency, working across that many worlds, a single and recognisable voice.
The approach
Purpose first, then everything else.
The identity starts with a manifesto, which commits to flawless dependability, remarkable people and a culture of courage, trust, transparency and inclusivity.
That conviction organises the whole site. The home page leads with "Enable greatness", puts the manifesto right next to the case studies and brings it back halfway down. The purpose isn't a tagline at the bottom — it's the door into the work.
“Our chief aim is to improve the lives of others and enable greatness in everyone and everything we touch.”
Visual system
Three typefaces, one seal, total contrast.
The type system mixes three voices in the same headline: a clean sans as the base, a display serif that lifts the key words, and a condensed face for uppercase titles and the brand names that scroll as marquees. Everything sits on black, with mint green as the signature colour.
The seal stacks the MPE wordmark three times, one solid and two outlined, inside a ring of circular lettering. It anchors the manifesto, closes every page and repeats as a marquee on the home page; two gradients — green to teal, purple to soft yellow — complete the palette.
What we built
A new mpe.com, case by case.
The site opens on a full-screen video under "Enable greatness in everything", followed by client logos, featured cases with each brand name scrolling as a marquee, the manifesto and a "Building Icons" row of athlete cards that tilt as you move over them.
"Dive into our work" filters the cases by icons, brands, events, music and tech, and each case ends with related projects. There's also a team page with a bio for each member, a media hub, a blog and a page for the agency's Web3 work.
