The 2025 NWSL season for the Thorns was defined by defying expectations. Countless injuries and key player departures meant the team was widely counted out of playoff contention—yet they fought their way to the NWSL Semifinal.


Inspired by this resilience, we built a bold, unapologetic visual identity for our playoff campaign. Dramatic black-and-white portraiture paired with striking abstract gradients created a look that was both raw and electric. The campaign came to life across match-day assets, merchandise, stadium LEDs, and even a first-of-its-kind watch party for the Thorns and the city of Portland.