Velocity
Role
Designer, Strategist, Researcher, and Art Director
Summary
The WNBA is expanding with a new Toronto team set to launch in 2026, and fans have been invited to help name the franchise. The objective is to develop a cohesive brand system that reflects both the WNBA’s identity and the spirit of Toronto—covering branding guidelines, jersey design, marketing materials, and partnership activations.
Branding
Art Direction
Consumer Insights
Process
Research Question
"How can you cultivate genuine fan bases through branding, and what strategies can you implement to build lasting connections with your audience?"
This project began with in-depth research on the WNBA, Toronto, and NBA branding to guide the creative direction. I interviewed a Toronto native and gathered community input to ensure local relevance. From there, I developed the team name, sketched and digitally refined logo concepts, exploring visual illusions, space, and line work. The process expanded into jersey and court design, activation strategies, and a cohesive marketing campaign to build a unified brand identity across all touchpoints.
#madeinthesix
A marketing campaign highlighting female WNBA players from Toronto. This introductory campaign is aimed to build general excitement about the WNBA’s expansion and foster a sense of pride in the growth of the league within the region.
