Just Women’s Sports—a media startup dedicated to covering 100% women’s sports, 100% of the time—needed to establish a polished visual identity that built on its existing brand equity while still giving the company room to grow.
I led the project from inception to completion, including designing a new logo, developing a toolkit of brand assets and templates, and partnering with a small team to redesign and build a new website.
The previous identity had several limitations — for one, the logo used the same font as Nike, drawing quick association with their Just Do It slogan — but it was beloved by senior leadership. I worked to evolve the identity and logo so that it shared the angular, sporty spirit of the past while maintaining individuality from other brands.
I partnered with a small design and development firm to redesign the website and introduce new data functionality, such as the ability to show athlete stats or game scores. We wanted the site to feel rich with data while centering our splashy editorial content and keeping navigation straightforward.
