The PWHL was entering its third season, and with the Olympics on the horizon, the league could feel the call to a bigger stage. But they wanted to highlight more than just the incredible athleticism of the players, they also wanted to show their incredible personalities off the ice. Enter Play it Big.
Born from the insight that joy is a competitive advantage, the mixed media approach looked back to classic sports memorabilia, while bringing in the unique energy the league was known for. Because while you might not be able to find a women’s hockey card from decades ago, we wanted to make sure you would be able to find them decades from now. Designing bespoke cards for each player, both in and out of uniform, and using the resulting design systems across film, social, and out-of-home, we brought the modern iconography of women’s sports to life, one that sees them as world class athletes, fashion icons, and as the league puts it—the kindest badasses you’ll ever meet.
