Portland Thorns Seasonal Brand Direction

As Creative Director — and as a long-time supporter of the Portland Thorns — it was a genuine privilege to help shape the next chapter of the club’s brand through its seasonal creative direction.

We set out to develop an identity that felt grittier and more narrative-driven than the polished, commercial aesthetic common across the league. The aim was to reflect the heart of the club and the individuality of its players, both on and off the pitch.

The work came to life across social media, matchday presentation, email marketing and other key brand touchpoints. From strategy and concept through to art direction and design, we built a system that allowed space for real stories — stories of motherhood, loss, perseverance and deep community pride.

It was a campaign that respected the players as people first, and celebrated the spirit of the club with honesty and purpose.