For this project I was in charge of developing a brand identity toolkit and all print and digital collateral surrounding the jersey retirement ceremony for former University of Washington guard, two-time WNBA champion and Olympic gold medalist, Kelsey Plum. Plum became the NCAA’s all-time leading scorer during her time at UW, led the Huskies to their first ever Final Four appearance in 2016 and won multiple national awards. The campaign, “Forever 10” celebrates Plum’s legacy and impact at the University of Washington and beyond, including in the WNBA and on team USA in the Olympics.

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.