Responses by Jeff MacEachern, chief creative officer, Arrivals + Departures.
Background: The project established the names, logos, uniforms and visual identities for the four inaugural teams of the Women’s Professional Baseball League (WPBL), marking the return of professional women’s baseball to the United States for the first time in more than 70 years. Inspired by trailblazing women connected to the game and each team’s city, each franchise carries an authentic narrative and deep meaning from day one. Designed for both lifelong fans and a new generation discovering the sport, these distinct identities feel like they’ve always belonged in baseball while they signal a bold new era.
Design thinking: The WPBL leadership had a clear vision from the outset to honor the women who helped shape baseball and its history. Rather than relying on traditional sports naming conventions, we asked, “What if the team names themselves could tell these powerful stories?” By rooting each franchise in the legacy of a trailblazing woman, we created four distinct identities with authentic narratives while establishing a shared idea that connects the league as a whole. The goal was to both honor the history of women’s baseball and create brands that feel relevant to a new generation of players and fans.
Challenges: Creating four distinct identities that felt connected as part of the same league while, at the same time, each needed its own personality and visual language. The result was a cohesive system in which each franchise could stand on its own while still clearly belonging to the WPBL.
Favorite details: It’s not often that you get the opportunity to build the identities for four professional sports teams at once, let alone the founding teams of an entirely new league. We’re especially proud of how each team is rooted in the story of a trailblazing woman while standing strong as a credible, contemporary sports brand through its own custom logos, typography and color palettes. Above all, the most rewarding detail has been witnessing the overwhelming flood of gratitude from fans—especially young girls who finally see a legitimate, ultimate destination to aim their sights on in hardball baseball. Seeing them wear the merchandise and embrace these teams with such immense pride before the first pitch has been nothing short of profound.
Visual influences: To build a world deeply rooted yet fresh, we researched historic and current MLB teams, women’s pro sport and regional cultures. We pulled hyperlocal details—like New England’s birds of prey, the Golden Gate Bridge’s iconic orange and reimagined pinstripes fit for a queen—blending them with classic heritage. Confident typography, distinct palettes and custom logos bridge traditional baseball history with a modern aesthetic.
Specific project demands: Having complete carte blanche was a dream, with our only directive being a deep commitment to honor trailblazing women across all four teams. That creative freedom inspired us to push the visual identities as far as possible. The WPBL’s profound trust in our vision became the foundation for a truly seamless partnership.
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