All girls. All women. All sports.
OVERVIEW
I had the honor to lead the pro bono initiative to re-brand Women’s Sports Foundation. Billie Jean King is an icon in sport and women’s history, and we partnered to help her bring the brand into the future.
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ROLE: Creative Director
Agency: INDUSTRY
Press
Womens Sports Foundation - Annual Salute
Seven of the Best Sports Rebrands of 2019
PR Newswire
Brand New
#KeepPlaying
I led the redesign of the logo, brand, color, style and tone, as well as the mission/vision/position and call to action inspired by Billie Jean King’s powerful quote:
“Champions keep playing until they get it right.”
Women are so often kept within the boundaries and out of play, so we drew inspiration from the lines of sports courts and fields, and then visually broke their boundaries for her. The foundation is about so much more than just the game; it’s about how sport transforms her world and life.
This rebrand conveys her power, ambition and potential in a recognizable brand that honors the past while catapulting the foundation into the future with a bold brand system.
Out of Bounds
Challenge the preconceived boundaries of play. Bring together the lines of various sports to create an ownable and unique aesthetic treatment.
Color palette draws inspiration from Billie Jean King’s iconic winning outfit of 1973, bringing her legacy of breaking boundaries into the future.
