Seattle Reign FC

After years of change and upheaval, from a relocation to their stint as OL Reign, Seattle’s iconic NWSL team was finally coming home, reclaiming it’s 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.

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.

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.

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.

Motion Design: Bryan Gancedo-Gonzalez
Matchday Photography: Seattle Reign FC
Studio Photography, Set Design, Image Retouching: Studio Black Locust
Scarf Supplier: Ruffneck
Billboard Printer: Lamar Graphics
Out-of-Home Wild Postering and Wheat Pasting Installation: Polite Society