The Problem: Kelsey Plum's jersey retirement demanded a visual identity worthy of a once-in-a-generation athlete, one that felt personal to her story rather than generic to the moment.
The Decision: Every element was rooted in Plum's game. Including the silhouette drawn from her signature ponytail and downhill drive, the numeral set in the jersey font she wore at UW, the pattern system built from the icons that defined her legacy.
The Outcome: A full brand toolkit extending across digital, social, print, broadcast, environmental, and merchandise expressions for one of Washington Athletics' most significant ceremonial moments.
For this campaign I wanted to create a brand toolkit that was simple yet iconic. The primary element that comprises the logo is the number ten. The ten is written in “Husky Bold Regular” the typeface for the jerseys utilized during Plum’s time at UW (2013-17). In addition, the secondary logo incorporates a silhouette. Plum was known for her hard, downhill drive, so it felt appropriate to showcase downhill movement through a diagonal silhouette positioning. Finally, I chose the font Legacy for the primary font which is bold and dynamic, again creating movement. Both the text and silhouette choice create a visual contrast to the roman nature of the numeral ten.
These are the primary hero graphics for the campaign utilized across all digital platforms featuring Plum at the University of Washington most prominent accompanied by three photos representing some of her top moments: representing Team USA at the Olympics, on WNBA Draft Night after being selected number one in 2017 and during the WNBA Finals with the Las Vegas Aces. Finally, the smaller Plum driving photo moving into the “Forever 10” logo is the same one used to create the silhouette in the brand toolkit above. The graphics also feature a repetition of the numeral 10 used in the logo and on the UW jerseys as a background element in addition to a lockup with the Washington Athletics “Block W” and Plum’s signature. The pattern overlay used, which is used in other assets throughout the campaign features the numeral 10, the driving silouette and Plum’s signature.
Billboard artwork created for the campaign featuring the horizontal “Forever 10” wordmark with a CTA to visitForever-10.com.
A Full-page takeover and a series of digital ads created for the Seattle Times.
A handful of photos showcasing Forever 10 branding in real life on game day, including a commemorative flag, on-court logos, rally towels, jersey patch and team warm up gear.
Gameday and sold out graphics for Washington Women’s Basketball on social blending women’s basketball’s visual brand with Forever 10 elements.
iPhone Wallpaper featuring the Kelsey Plum “Forever 10” key art and a quote graphic from Plum’s ceremony during a Washington football game.