We created an identity to live up to the ambition of the newly positioned brand: one that was powerful, vibrant and raw.

We introduced a new brand property: ‘Her Turf’: line markings from different sports surfaces to inspire the foundation of the identity, used to frame and celebrate these exceptional sportswomen.

The logo was redrawn to reflect the strength, energy and authenticity of sportswomen and their stories, with a typeface reflecting their varying tonality and how they are not always celebratory, but raw and honest too.

The colour palette is inspired by the turf, the courts, the surfaces on which sportswomen triumph on.