Austin Surge WNBA Team
My team and I were tasked with creating a fictional WNBA franchise for the city of Austin. We handled all aspects of branding, including the team name, team colors, team logo, brand identity system, arena signage, advertising, and packaging design. I was responsible for the team name, team colors, team logo, brand identity system, and website design. Team members Shannon Nirelli, Cythali Sapuis, and Brandon Murillo designed other assets for this project.
Strategy
Looking at the WNBA branding as a whole, we needed to create a distinctive team with a unique look and feel that was complementary to the larger WNBA brand. The focus was placed on appealing to families and being an organization that inspires young women and girls — that also has broad appeal.
INSPIRATION
Devising a look and brand strategy that would stand out on its own yet still fit within the larger family of the WNBA required a comprehensive mood board. Highlights include Mexican Heritage, Austin’s significant LGBTQ Population, and the vibrancy of Austin.
SKETCHES
Devising a logo that would stand out on its own yet still fit within the larger family of the WNBA required a comprehensive exploration. I wanted to incorporate a basketball and custom type in a way that felt ownable and unique.
REFINEMENT
After some exploration, the main logo and brand color scheme were developed. Next, I refined the secondary A and thunderbolt logo originally designed by another design team member.