As the PWHL entered their third season, it was time to go big in the brand campaign. 
This isn’t the NHL. And they aren’t trying to be. 


Armed with the insight that the league calls the players “the kindest badasses you’ll ever meet”, we landed on our guiding principle – JOY AS A COMPETITIVE ADVANTAGE. 
The result was featuring the players shining on and off the ice, leaning into the personalities, fashion, and fans that set the league apart.
Tapping into the iconography of sports memorabilia, we also created bespoke cards for every player, imagining a world where women’s sports had always been on a level playing field.