WNBA
CONTENT strategy design
Overview
Visual Language
Content Direction
Art Direction
Website Design
Brand Strategy
Situation
In Season 23 of 2020, the WNBA gained recognition for its activism—with players using their platforms to address systemic racism, police brutality, and social injustices—as well as giving credit to the women for their elite athleticism.
Challenge
WNBA players were recognized more for activism than athleticism, causing TV viewership and league interest to plummet without in-arena attendance.
Insight
There was a way to revitalize the WNBA brand by celebrating the players' dual roles as passionate advocates AND elite athletes.
Solution
Position the brand to highlight the WNBA athletes as both top-tier professionals and dedicated social activists.
A Modern Take on the Game Face.
OOH
Art Direction
Art Direction
Billboards
Social Media
RESULTS
Athletes with character defined by generosity as much as ambition.
51%
on viewership increase compared to the previous year. Making it the most watched season since 2008
