Creating a Brand with Unlimited Winning Potential

BrandingIdentity DevelopmentDesignMerchandise & CollateralBrand StrategyCopywriting

Winners Alliance

Winners Alliance takes a game-changing approach to group licensing for athletes. Our challenge was to bring their mission into play by creating a brand that feels at home alongside other global luxury brands favored by top athletes.

After struggling to execute their vision, Winners Alliance sought our help in hopes of establishing their brand prior to the Australian Open. Through our brand discovery process, we worked as a team to define their brand and bring it to life.

With a goal of creating a premium visual identity for the brand, we designed their logo to express the elevated feeling of victory. The W mark evokes the grace, power, and speed of athleticism, and its delicate strength aligns with other luxurious brands.

The W’s overlapping lines echo how the brand exists at the intersection of athletes’ professional and personal lives. This holistic approach to their clients’ total success is reflected in the tagline and shorthand version of their name: Win All.

We established a color palette that is rooted in victory, strength, and sophistication. Gold, the foundational color, is paired with Black and Graphite to create a sleek, formal, and cool atmosphere with depth.

The logo takes on new life in an ownable brand pattern. Used as a background or texture, this pattern adds diversity and brand recognition beyond the logo alone.

The mark is also designed to interact with images of athletes in action. This brings players into Winners Alliance’s visual identity and represents how the brand moves with, and always supports, their athletes.

Winners Alliance’s website tells the story of who they are and what they do. The sleek and sophisticated design is focused on their mission and connecting with athletes, partners, and new opportunities.

We created branded merchandise to be both elevated and functional. Thoughtfully designed water bottles, hats, and more provide an established, high quality look and feel for the brand.

Facing a tight timeline prior to the Australian Open, we held remote video shoots at all hours of the day to fit players’ demanding schedules. Our ability to be flexible and meet players at their convenience across the globe was key to creating a successful brand introduction video.

By pairing top stars like Novak Djokovic with up-and-coming players, the video highlights a diverse range of athletes to promote inclusivity and communicate how Winners Alliance supports all athletes.

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