XFL, 2022
The XFL was entering a bold new era under the visionary leadership of Dany Garcia, the first woman to hold a majority stake in a professional sports league in the U.S.
This forward-thinking league is redefining professional football—creating new opportunities for athletes to go pro and exploring new ways for fans and partners to engage with the game.
At R/GA, we built a new XFL brand identity, shifting away from a traditional football aesthetic to position the brand as a belief in pushing football forward—uniting sports, storytelling, players, coaches, fans, and innovation.
My role: Design Direction
Alongside:
Brand Design & Consulting team
Brittany Messenger, Dillon Dilatlo, Elaine Li, Jen Vano, Paulo Assuncao, Rafael Yada.
