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XFL | Brand Indentity

Partnering with XFL Leadership we developed the leagues strategic foundations and a bold brand identity, signaling a new vision for the forward-thinking league.

The rebrand ushers in the next era for the XFL, powered by a new vision and new leadership––namely Dany Garcia, the first woman to own a majority share in a professional sports league in the US. The future-focused league aims to challenge the way professional football is run today, providing athletes with new paths to go pro and incubating new ways partners and fans can experience the game.

We partnered with the league to design a new brand strategy and identity that could signal this shift. Our goal was to transition away from the brand as a badge and reintroduce the brand as a belief—the belief that the XFL can push football forward and become an intersection of opportunity for sports and storytelling, players and fans, partners and a passion for innovation.

Tomorrow's League Starts Today.


MVD 2024 (C)