ART DIRECTION | BRANDING | INTEGRATED CAMPAIGN | PHOTOGRAPHY
Women’s soccer is recognized on an international stage. Though there is ample room to grow domestically,
it is gaining ground in the United States through the National Women’s Soccer League, whose players are fighting every game to show the world they are elite athletes primed to raise the standards within women’s sports. The Phoenix Fury embodies these fierce, strong women – blazing new paths for the next generation of female soccer players.
Fury can be defined either as a spirit with unrelenting ruthlessness and rage, or as pure intensity and determination mixed with anger. Using both meanings as inspiration, I set out to build an identity for
the Fury that exhibited power, resilience and authority. Empowerment, fierceness, and strong femininity
were key design elements in concepting the essence for the Phoenix Fury: Hell hath no Fury like the women
of Phoenix – the new force rising from Death Valley. The logo and elements influenced the tone and look
of the fully integrated campaign of the Fury’s brand across print, digital and social platforms.
it is gaining ground in the United States through the National Women’s Soccer League, whose players are fighting every game to show the world they are elite athletes primed to raise the standards within women’s sports. The Phoenix Fury embodies these fierce, strong women – blazing new paths for the next generation of female soccer players.
Fury can be defined either as a spirit with unrelenting ruthlessness and rage, or as pure intensity and determination mixed with anger. Using both meanings as inspiration, I set out to build an identity for
the Fury that exhibited power, resilience and authority. Empowerment, fierceness, and strong femininity
were key design elements in concepting the essence for the Phoenix Fury: Hell hath no Fury like the women
of Phoenix – the new force rising from Death Valley. The logo and elements influenced the tone and look
of the fully integrated campaign of the Fury’s brand across print, digital and social platforms.
