The WSL enters the big leagues
The 2025/26 Women’s Super League season marks a defining moment – the biggest ever on Sky Sports. With 90% of all WSL matches live on Sky Sports and NOW, and a new flagship Sunday show, this felt like a wider cultural shift and an acceptance of women’s sport as mainstream. We were given the honour of bringing the identity to life through motion; from the title sequence to bumpers and beyond, providing the perfect backdrop to another spectacular season.
The heartbeat of the WSL
Inspired by the metallic shapes of the WSL ‘living emblem’ and the unstoppable energy in the women’s game, we created a visual language driven by perpetual motion. With the aesthetic elevated, we set about creating bespoke badges for each of the 12 teams and introduced key players for the season ahead.
Textural quality
We produced a set of assets that could flow across a range of applications – from simple, information-heavy backgrounds to richly detailed, immersive environments. Scalable, crop-friendly, and flexible regardless of output – digital or physical.
The spotlight on the players
Key players from each team were given the direction, time and space to bring their personality to the fore – defined at the concept stage and then realised during the media days and final edit.
R&D
We iteratively developed the badge systems, design and approach, experimenting with more ‘true-to-reality’ versioning before settling on the abstract approach.
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