WASHINGTON SPIRIT

CREATIVE DIRECTION

THE PROBLEM

The Washington Spirit are a professional women’s soccer team competing in the National Women’s Soccer League. Despite having some of the country’s most recognizable female athletes on the team, the Spirit’s fan engagement was at the bottom of the league and needed to be improved.

THE PROCESS

Take pieces of the Spirit brand and incorporate them into design features – from the stripes of the uniforms being stylistically featured on social media designs to team slogans being plastered on environmental designs and merchandise. Unify the entire Spirit brand under one overarching visual identity.

THE PRODUCT

A unified visual identity for the Spirit, ranging from digital designs to be posted on social media, to environmental designs to be displayed in the stadium, locker rooms, and offices, and merchandise to be sold at games. Increase fan engagement by encouraging feedback and suggestions on what they’d like to see from the team going forward.