Women’s March Madness Rebrand
A rebrand of the Women’s March Madness tournament to properly celebrate the players and give them a visual identity that could be recognized and used to hype up the fanfare. The purpose of the rebrand was to represent and celebrate the Women's tournament with the same legitimacy and regard as the Men's tournament.
Too often female athletes and leagues are thought of as lesser than their male counterparts. Womens’ involvement in sports is often the butt of the joke, an afterthought, or the off-shoot of the men’s version.
One of the most recent and blatant examples of the inequality that female athletes face was the 2021 NCAA Division 1 Women’s Basketball Tournament, also known as March Madness; but apparently only for the Men’s tournament.
The different treatment of the tournaments gained national attention when videos posted by University of Oregon’s Sedona Prince went viral for showing the difference between the men’s tournament and the women’s tournament. The differences go beyond facilities and include health/safety measures, swag packages, and even the verbiage and branding that each tournament can use.
My goal was to rebrand the women’s tournament to properly celebrate the players and give them a visual identity that could be recognized and used to hype up the fanfare. The main piece being a new logo and secondary marks to be used for the sweet sixteen, elite eight, and final four. The visual identity I created could be used on a multitude of platforms so that everything in the tournament could feel united and purposeful. From jersey patches and court design to swag bags and social media. I wanted fans and players alike to be able to fully immerse themselves in the tournament.
Through my rebrand I wanted to create assets that fans could use to show their support for the Women’s tournament. So often the lack of media coverage and marketing hide the fans. To do this I created a fun filter for fans to use on social media to show their support for the tournament and their favorite teams.