Our objective was to create a brand that attracts and honors Women C-Suite Executives who, regardless of their level of fandom for the WNBA, believe in the power of team sports’ impact on young girls’ career trajectories and professional success. We were challenged with creating a unique look & feel that fits under the umbrella of the existing Washington Mystics brand, but does not rely on Mystics’ brand recognition in an effort to avoid alienating non-WNBA fans. In addition, the client wanted to reference basketball in some aspects of the brand without it feeling central to the identity.
The core elements we included in the visual brand had deep roots in women’s basketball, fashion, and Washington D.C. pride. For the palette, we drew inspiration from high-end fashion brands, exclusive WNBA merch, and the original Mystics uniforms for rich, deep colors that highlight a feeling of power and luxury. The logo includes a monogram that was created from the weave of a basketball net, isolated into a layered “W” and “M” to reference the Washington Mystics. The font has a chiseled and angular style that mimics the original Washington Mystics logo without replication. To add texture to the brand, we derived linear graphic elements from a basketball court, and included close-up, textural photographs of iconic D.C. architecture to live subtly in the background. The brand also sources the basketball texture to use in select cases. Overall, the brand is warm and inviting, yet sleek, confident, and empowering.
Our brand provides a perfect balance of subtle basketball references without overpowering the brand with a sports-centric identity. We used photography to both pay homage to Washington D.C. and the powerful women who live and work there. In addition, the brand elements come together to live within the Mystics brand umbrella yet remain unique. The crest, use of color, typography, and linear graphic elements combine to present an exclusive look and feel that is well-suited for the intended audience.
