WNBA turns 25

@Saatchi NY, 2021

People know of the WNBA, but few know what it stands for. From social justice to racial justice and LGBTQ rights, the WNBA and its players have are at the front lines of almost every culture war in America.

So when the opportunity came to develop a brand identity for their 25th season, we wanted an emblem that encapsulates their defiant spirit - subverting traditional roman numerals with a tally system that allowed them count historic wins as well as all their on-going fights.

COUNT IT & COUNT IT
& COUNT IT again

The league loved the rebrand so much that the logo and theme became a year-long mantra, with both NBA and WNBA players coming out to show support for the W.

Not only did they use the campaign to commemorate 25 years but also celebrate all the wins that year from women’s Olympic teams bringing back gold to EA sports adding the entire WNBA to its 2K roster, even making personalized “count it” logos and swag for their entire hall of fame.

Creds

CCO: Daniel Lobaton
CD: Lauren Varvara & Adrian Chan
Art: Preethi Balakrishnan, Caroline Chase
Copy: Kelsey Boyland
Studio: And/Or