It’s not often you get tasked with helping to launch a new professional sports league. When our partners at The Curling Group came to us with their bold vision of creating the world’s first mixed gender professional curling league, it was the creative equivalent of being handed the keys to a Lambo with a full tank. We got to work creating a name, logo mark, brand positioning, and unified design system that could work well globally across different curling audiences. Once we designed the brand, it was time to work on the individual teams, a process that took many months with a healthy amount of debate. The marks we settled on speak to the regionality of where the teams are based, share dynamic energy meant to celebrate the new direction the league and corresponding teams are taking curling, and are simple enough marks to look great on a billboard or baseball cap.

The following elements represent a sampling of all the ways we’ve been tasked to bring the league to life.