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    Asserting the WNBA’s rightful place in culture

    Twenty years after its founding, the world’s greatest women’s basketball league was struggling to grow. Even as WNBA players found themselves at the center of conversations around identity, gender, and sexuality, tickets went unsold and the league wasn’t leveraging the interest and momentum that was gaining off the court.

    We were brought in to answer the question: how do you re-envision a women’s professional sports league to connect with fans and deliver long-term profitability?

    WNBA logo

    Our process

    By leveraging WNBA’s mission of “inspiring and empowering women”, we created a lifestyle brand that emphasizes the league’s role in culture and makes space for players and fans to own who they are on and off the court.

    WNBA Logo Animation
    WNBA logo poster
    WNBA Poster: Photograph of WNBA player Jordin Canada

    Jordin Canada photographed by Lucci Mia as a part of the WNBA & Red Hook Labs campaign collaboration.

    Large quote: “The spaces that bring us together are the spaces we create. We have to carve out our own space, occupy it, and make it our own.”
    Large quote: “If the WNBA went away tomorrow…”
    WNBA Outdoor mural: All queens on this court; “freedom means no fear”; she shoots she soars

    Left: Arike Ogunbowale photographed by Kaylee Ramirez. Right: Jonquel Jones photographed by Denise Hewitt. Both as part of the WNBA & Red Hook Labs campaign collaboration.

    wnba orange logo hoodie sweatshirt
    WNBA embroidered patch designs
    WNBA orange logo mark
    WNBA Neon Signage
    Say Her Name sweatshirt
    Basketball: Wilson official game ball basketball
    WNBA press release articles as displayed on iphone


  • Beautycon

    Reviving a cultural force in beauty

  • Kate Spade

    Launching the iconic, new Dakota bag

  • The Information

    Evolving a trusted tech insider into a widespread authority

  • American Express

    Democratizing premium membership for small businesses

  • illustrated animation of a ball bouncing on a winding path

    Tech Equity Collective

    A Google initiative accelerating Black genius everywhere

  • Uber

    Infusing social impact into Uber’s business strategy

  • MLS Next Pro

    MLS Next Pro

    Defining a new league to elevate North American soccer

  • Stackabl

    Turning waste into wonders

  • The Mom Project

    Reflecting the full potential of moms at work

  • Kate Spade

    Establishing the modern era of a New York classic

  • Andscape Billboard: Andscape, where blackness is infinite.


    Launching a global media platform where Blackness is infinite

  • Spotify

    Directing a promising new offering for Spotify

  • Terry Tsiolis

    Reframing beauty for Terry Tsiolis’ collection of open studio portraits

  • Anonymous

    Crafting a more inclusive approach to innovation