Branding  Environmental

A new brand identity for the Seattle Storm women's basketball team. The branding solution draws inspiration from the Evergreen State, with a color palette fitting of the gray and green of Seattle and a logo that resembles a seabird native to the region, the Storm-Petrel.

PROJECT / A rebrand for the WNBA team, Seattle Storm.
COLLABORATOR / Jenessa Johnson
TIMELINE / 10 weeks

Champions for Seattle, charting exciting paths on the court and in community engagement.

MEET THE TEAM / Founded in 2000, by the Basketball Club of Seattle, the Seattle Storm team is now one of only six independently owned basketball teams in the WNBA. The Seattle Storm team plays in the  Western Conference and has qualified for the WNBA playoffs eleven out of sixteen times, taking home two conference titles and two national titles in 2004 and 2010. The team name derives from Seattle’s weather and their energy in the league and on the court.

BRAND CHARACTER TRAITS / The brand character traits are Trailblazers, Champions, and United. They are TRAILBLAZERS in that they are woman-owned, championing women’s professional sports in Seattle. They are CHAMPIONS on and off the court, with playoff appearances in 11 of the last 16 seasons, 2 conference titles, and 2 WNBA titles — that’s more titles than the Seahawks and Mariners combined. The team is UNITED in their community and with their family of fans, advocating for literacy, family equality, environmental protection, and health & fitness among youth.

For the sports enthusiast, Seattle Storm is the cornerstone of professional women’s basketball that fosters a love for sport and enriches our community.

Our brand is chosen because we are ballers.

NO PLACE LIKE HOME / Located at Seattle Center, in the heart of the city, Key Arena is the home court for the Seattle Storm. Key Arena is a multi-use venue, but the Storm team is their most consistent and largest attraction. Under new branding guidelines we've proposed a takeover of the West entrance of Key Arena, Storm's Court. With a focus on placemaking, we wanted to create a space that both acknowledges and celebrates the team and their fans.

STORM'S COURT / Improvements at Storm's Court include LED-lit concrete and acrylic basketball features, pole flags adorned with Storm players' portraits and numbers, a large mural feature, and a reimagined team storefront.