BRANDING | ART DIRECTION | DESIGN

Completely revamping an entire brand in under a month? Delivering a fresh, exciting look that will captivate and impress the fans? It was no small feat, but it was a challenge I embraced head-on.

In the fast-paced world of sports design, nothing moves quicker than rebranding a team for a new season in under three weeks. With the WNBA’s schedule release deadline approaching, I crafted a bold new direction for the Liberty’s brand—fresh, fun, and true to their Brooklyn roots. Moving away from the sleek 2021 aesthetic, I embraced a grittier, more authentic vibe. The Liberty embody informality, fun, and confidence—so why not let that shine through?

Branding

Concepting, Art Direction, Design, Copywriting

A presentation slide titled "Tone & Voice" with a background of the New York Liberty logo. The slide discusses the team's values, emphasizing confidence, authenticity, and style. The lower section lists characteristics of the team, including edgy, pa
A typography style guide showing different font styles and weights for Roc Grotesk and Aktiv Grotesk, and examples of brush script for 'Third Rail' and 'Richardson'.
Comparison of photo textures including Patina, Sand Waves, Copper, Halftone Dots, Asphalt, Seafoam Waves, Jersey fabrics, and images of basketball courts in New York.
Diagram showing different types of vector textures: basket ball pattern, court surface, court fencing, and 3D text style.
A grid of drawing style icons illustrating different accents: crowns, circles, basketball plays with arrows, brush textures, and other scribbles and shapes.
A collage-style poster advertising a basketball game on Game Day at 7:00 PM ET at Barclays Center, featuring images of female basketball players, with text promoting the event and viewing options.
Black and teal logo with the words "Cooking Crown" and a shield emblem with a crown on top.
Hand-drawn illustration with a crown, the words "Crown" and "Know" in a stylish script, and a small logo with a torch and a shield with "NY" on it.

2022 Schedule Release

Concepting, Art Direction, Design

TEAM
Creative Director: Shana Stephenson
Video Production: Oddsense
Photography: Mike Lawrence
Nail Art: Candice Idehen @ BedofNails

Close-up of a hand with rings and colorful nail polish, holding a black fabric item with a white "WNBA" logo.

Close-up of a hand with rings and colorful nail polish, holding a black fabric item with a white "WNBA" logo.

Hand with blue-painted nails spelling out 'LYNX' and a bracelet with white beads spelling 'FEAR' with purple star beads.

Hand with blue-painted nails spelling out 'LYNX' and a bracelet with white beads spelling 'FEAR' with purple star beads.

A hand with decorated nails and gold bangles resting on a blue background with the words 'Champions' and 'UCSF Medicine' and a logo of an eagle with an open book.

A hand with decorated nails and gold bangles resting on a blue background with the words 'Champions' and 'UCSF Medicine' and a logo of an eagle with an open book.

Collection of tweets from multiple users discussing New York Liberty's schedule release, with phrases like 'Dopest schedule release around,' 'This is Creative AF,' and 'New York Liberty nailed it,' some including emojis.

Collection of tweets from multiple users discussing New York Liberty's schedule release, with phrases like 'Dopest schedule release around,' 'This is Creative AF,' and 'New York Liberty nailed it,' some including emojis.

A promotional basketball schedule for Team Dule's 2022 season, showing game dates from May to August with images of female basketball players and team branding.

A promotional basketball schedule for Team Dule's 2022 season, showing game dates from May to August with images of female basketball players and team branding.

2022 New York Liberty basketball team schedule for May, June, July, and August, with game dates, times, and home games marked in teal.
A person writes on a black calendar with the months July and August visible, using a silver pen. The calendar features a grid layout with days of the week and various symbols and blue highlights for specific dates and events.
Two people wearing masks holding a 2022 season schedule poster at an event, with a backdrop featuring the Webull logo and a person in an orange jacket in the background.

All-Star Game

Concepting, Art Direction, Design

A female basketball player in a Brooklyn Nets uniform holding a Wilson basketball with her back to the camera on a digital graphic design background celebrating Sabrina Ionescu's 2022 All-Star starter selection.
Poster for WNBA Skills Challenge Winner Sabrina Ionescu, featuring a woman in a basketball uniform holding a basketball, with background images of basketball players and game scenes.
Poster for the 2022 All-Star Skills Challenge featuring Sabrina Ionescu in a basketball uniform, with images of her in action, set against an urban cityscape background.
A female basketball player in an orange uniform kicks a basketball during a game, with statistical overlay highlighting her points (19), rebounds (6), and assists (3), and the text 'SB RIN A JONES OUL' on the right side.
Two female basketball players standing together; one in a gray and black uniform with 'RISE' and the number 4, and the other in a black uniform with 'NEW YORK' and the number 20, holding a trophy, smiling with arms around each other.
A female basketball player in a New York team uniform dribbling a basketball on the court during the NBA All-Star Game with spectators in the background.

Snipes Player Arrival Path

Concepting, Art Direction, Design

A graphic design collage with words and phrases related to New York City, including 'LIBERTY', '#SEAFOM', 'STAND UP', 'Let's GO LIBERTY', and others in various fonts, sizes, and colors on a black background.
Young woman with a bun hairstyle and hoop earrings posing in front of a digital wall with words like 'Freedom,' 'Equality,' and 'Culture.' She is wearing an oversized orange T-shirt with black-and-white photos and text, ripped black jeans, and clear
Colorful rainbow flag background with bold text saying "OWN YOUR PRIDE," logo, hashtag, and website for Snipes USA.
Smiling woman in black turtleneck, black leather jacket, light wash jeans, and white sneakers standing in front of a colorful backdrop with the words 'Own Your Power.'

Game Day Graphics

Art Direction, Design

Promotional poster for a women's basketball game between New York and Sky, scheduled for 8:00 PM at Wintrust Arena, presented by Amtrak, to be aired on CBS Sports Network, featuring a woman in a New York basketball uniform holding a Wilson basketball
Poster advertising a women's basketball game between New York and Liberty teams, presented by Amtrak. It features two players, one from each team, with basketballs, and details about the event at Barclays Center at 7:00 PM.
Announcement poster for a basketball game between NY Liberty and Indiana Fever on Saturday at 7:00 PM at Indiana Farmers Coliseum, featuring a female player celebrating, with NY Liberty and Indiana Fever logos, and a 'YES' streaming option.
Black and white photo of female basketball players celebrating on the court, with scores 83-50 displayed above. The game was between the Chicago Sky and the New York Liberty at Wintrust Arena on May 11.
Basketball player in blue uniform with the number 44, jumping and reaching for the basketball during a game, with a scoreboard showing 51-32 at halftime against Dallas at Barclays Center.
A female basketball player in a black uniform with the number 6, holding a basketball above her head, preparing to shoot, with a graphic playing court and team logos, promoting a basketball game between the New York Liberty and Atlanta Dream schedule
A basketball player holding a basketball, looking upwards with focus, wearing a sports jersey. Text overlay shows her name, Michaela Onyewere, with her game stats of 22 points, 3 assists, and 8 rebounds.
Black and white photo of a female basketball player in jersey number 32, dribbling a basketball during a game. The player appears focused, and there is an audience in the background. Text overlay shows game statistics: 18 points, 9 assists, 5 rebound
A basketball player in a black New York jersey holding a basketball on a court, with on-court graphics and text highlighting her stats and Player of the Game award.
Pre-game lineup photo of five women basketball players from the New York Liberty team, wearing black jerseys with teal and white details, standing side by side and smiling. Names and positions are listed above each player with small crown icons indic
New York Liberty women's basketball starting lineup graphic with five players in their black team uniforms holding basketballs, standing in a row. From left to right: Sabrina Ionescu, Sami Whitcomb, Betnijah Laney, Natasha Howard, and Stef Dolson. Ea

OOH Advertising

Art Direction, Design

Motion Design: Ash Perrin

Advertisements featuring female basketball players in New York Liberty team uniforms holding basketballs, with text about game tickets on sale, displayed at a subway station.
Poster of four female basketball players in black uniforms, holding basketballs, with the slogan 'Our Court. Our City.' repeated four times, advertising single game tickets for a basketball team. The poster is displayed on a wall beneath string light
A large billboard featuring a female basketball player holding a basketball in front of a black background with repeated text saying "OUR COURT. OUR CITY." Below the billboard, people are standing in a line outside a building, some wearing masks.
People walking on a city sidewalk near digital advertising displays, including a pedestrian crossing sign and a digital billboard promoting a 2022 home opener basketball game.
A sidewalk in front of Barclays Center with a NYPD police vehicle and an advertisement for basketball game tickets featuring two female basketball players.
Exterior view of the Barclays Center, a modern sports and entertainment arena in Brooklyn, New York, with clear blue sky and a digital display advertising a basketball game.

Misc. 2022 Season Social Graphics

Concepting, Art Direction, Design

A birthday collage featuring a black-and-white photo of a woman and a color image of a female basketball player in a Liberty uniform holding a basketball, with green and black text and graphics celebrating her birthday.
Digital poster featuring Sabrina Ionescu in a Charlotte Hornets basketball uniform holding a basketball, with prominent text highlighting her as a franchise leader in single-season assists.