On New Year’s Day 2024, the PWHL dropped the puck on their inaugural season. Six teams stacked with the best hockey players on the planet, a dream mix of college superstars and Olympians. The only thing missing were the team identities. We were tasked to come up with unique names, logos, rallying cries, identities and uniform designs for all six of the teams.

This project tapped into our core purpose on every level. We honed our passion for brand building, conceptual thinking, and executional craft through our love of sports—because nothing rallies and ignites passion quite like it. Like the best work, it never felt like work. Just a giant responsibility to deliver something worthy of this league, its teams, players and fans.