The Women's Sports Foundation (WSF), founded in 1974 by tennis player Billie Jean King, strives to advance the lives of girls and women through sports. I was part of the team tasked with rebranding WSF, aiming to create a timeless brand identity and launch the next chapter for the organization.

Inspired by the infinite possibilities of sport and movement, the branding brings together lines, courts, and movements of various sports to create a unique aesthetic. Under creative direction, a comprehensive design system, robust website strategy and design was defined, designed and launched. Additionally, worked and coached the WSF internal creative teams to understand and utilize their new branding and asset library.