AGENCY: Created at REDSCOUT
REDSCOUT TEAM: Justin Alicastro, Shalini Arroyo, Flora Chan, Melissa Deckert, Ivan Kayser, Rachel Lee, Christina Sailer, Ash Shaffer, Rachael Sherman
ROLE: Senior Designer
SEATTLE REIGN FC TEAM: Courtney Carter, Maya Mendoza-Exstrom, Taylor Graham, Alinne Castro Neshmonin, Rob Stanton, Parkavi Turner, Hugh Weber
MATCHDAY PHOTOGRAPHY: Seattle Reign FC
STUDIO PHOTOGRAPHY, SET DESIGN & RETOUCHING: Studio Black Locust
CASE STUDY MOTION: Bryan Gancedo-Gonzalez
REDSCOUT TEAM: Justin Alicastro, Shalini Arroyo, Flora Chan, Melissa Deckert, Ivan Kayser, Rachel Lee, Christina Sailer, Ash Shaffer, Rachael Sherman
ROLE: Senior Designer
SEATTLE REIGN FC TEAM: Courtney Carter, Maya Mendoza-Exstrom, Taylor Graham, Alinne Castro Neshmonin, Rob Stanton, Parkavi Turner, Hugh Weber
MATCHDAY PHOTOGRAPHY: Seattle Reign FC
STUDIO PHOTOGRAPHY, SET DESIGN & RETOUCHING: Studio Black Locust
CASE STUDY MOTION: Bryan Gancedo-Gonzalez
After years of transition, how could Seattle Reign FC reclaim its throne?
Following change and upheaval, from a relocation to their stint as OL Reign, Seattle’s iconic NWSL team was finally coming home—reclaiming its roots, and its crown. But even after a monumental homecoming brought the team together under one roof and one name, something was missing. Reign had lost their identity in the whiplash on their way home.
Following this turbulence, Reign faced a pivotal challenge: re-establishing their identity with fans, players, and the greater Seattle community, while also simultaneously charting a bold, future-facing course. Together, Redscout and Reign set out to curate the team’s brand for its next era—and for the next era of women’s sports—to reignite Seattle’s pride and show the city, and the world, they’ve arrived.
Following this turbulence, Reign faced a pivotal challenge: re-establishing their identity with fans, players, and the greater Seattle community, while also simultaneously charting a bold, future-facing course. Together, Redscout and Reign set out to curate the team’s brand for its next era—and for the next era of women’s sports—to reignite Seattle’s pride and show the city, and the world, they’ve arrived.
A bold new identity, fitting for a Queen
For years, a crowded sports landscape and a humble attitude kept Reign from commanding the world stage. We knew being “louder” wasn’t the answer. We needed to tap into Reign’s unique passion and boldness, so we turned to the Queen. We quickly realized that channeling the Queen’s spirit was the key to refreshing Reign’s identity with sophistication and edge.
An icon of the city and a symbol of Reign’s heart and mind, the Queen became more than a logo. Together, we expanded on her origin story—elevating her into a beacon of passion and progress, deeply revered by players and fans alike. Her return to the crest felt like a monumental homecoming, sparking a powerful swell of pride across the team and the city.
An icon of the city and a symbol of Reign’s heart and mind, the Queen became more than a logo. Together, we expanded on her origin story—elevating her into a beacon of passion and progress, deeply revered by players and fans alike. Her return to the crest felt like a monumental homecoming, sparking a powerful swell of pride across the team and the city.
A design system ready to launch a season, and re-launch a franchise
Guided by the Queen’s posture, we reimagined Reign’s identity to reflect her power and grace. We crafted a distinct typographic voice that blends elegance with unshakable strength. That same ethos carries through to our photography, capturing players as poised, unstoppable forces. Each element is grounded with a refined color palette that channels the vibrancy of Seattle’s landscape and mirrors the team’s excellence, on and off the pitch.
Drawing inspiration from royal insignia, we crafted a series of graphic frames that serve as both a unifying and dynamic element. These frames act as a visual metaphor for the club’s ongoing growth—celebrating diverse representation and reinforcing a sense of belonging.
Designed for versatility, the frames will evolve across future seasons—offering room for adaptation, maintaining visual consistency, and reinforcing Reign’s distinct presence within the league.
Drawing inspiration from royal insignia, we crafted a series of graphic frames that serve as both a unifying and dynamic element. These frames act as a visual metaphor for the club’s ongoing growth—celebrating diverse representation and reinforcing a sense of belonging.
Designed for versatility, the frames will evolve across future seasons—offering room for adaptation, maintaining visual consistency, and reinforcing Reign’s distinct presence within the league.
Making the Reign unmissable
Unifying Around A Shared Vision
Our impassioned North Star and dynamic design system was rolled out at Media Day, and realized in-stadium before the Reign played a single match.
Empowering the Design and Marketing Teams
We co-created alongside their team, enabling them to hit the ground running with the system—even as it was still being built. This parallel process ensured early adoption, ownership, and long-term sustainability.
Bringing our New Identity to Life
Consistent cross-team collaboration enabled us to execute numerous deliverables ranging from social posts, to OOH, to their new jersey launch and corresponding photoshoot.
Ready for Game Day
Before the Reign played a single match in the 2025 season, the new brand ethos and design system were rolled out among the organization and team.
In the last year, Reign FC has doubled its sponsorship portfolio and revenue, securing new and renewed deals with Alaska Airlines, Sheraton, Starbucks, MultiCare, Sparkling Ice, Gatorade and Umpqua Bank.
Our impassioned North Star and dynamic design system was rolled out at Media Day, and realized in-stadium before the Reign played a single match.
Empowering the Design and Marketing Teams
We co-created alongside their team, enabling them to hit the ground running with the system—even as it was still being built. This parallel process ensured early adoption, ownership, and long-term sustainability.
Bringing our New Identity to Life
Consistent cross-team collaboration enabled us to execute numerous deliverables ranging from social posts, to OOH, to their new jersey launch and corresponding photoshoot.
Ready for Game Day
Before the Reign played a single match in the 2025 season, the new brand ethos and design system were rolled out among the organization and team.
In the last year, Reign FC has doubled its sponsorship portfolio and revenue, securing new and renewed deals with Alaska Airlines, Sheraton, Starbucks, MultiCare, Sparkling Ice, Gatorade and Umpqua Bank.
