University of Washington Athletics (2024-25)

BIG TEN TRANSITION

Washington’s move into the Big Ten needed a look that worked for 22 sports and still felt like Seattle. I built it from graffiti walls I photographed around Pike Place.

On August 2, 2024, Washington joined the Big Ten. The program needed an identity that could introduce it to a national audience without flattening what makes it Seattle.

I cleaned the walls with generative fill and rebuilt them as collage, layered with Washington and Big Ten assets. Everything downstream came out of those walls: theme nights, street banners, transit panels, and ticket packaging.

View Design Rationale

Original graffiti wall photographed at Pike Place Market

The Seattle collage wall rebuilt in purple and gold with Washington assets

Mural on a building near Pike Place — Photographs shot around Pike Place Market that became part of the raw material for the collage system

Sanitary Public Market sign — Photographs shot around Pike Place Market that became part of the raw material for the collage system

The Big Ten collage wall — The two primary Pike Place collage walls used throughout the campaign. Left side Big Ten specific, right side Seattle specific with Washington athletics assets blended into both.

The Seattle collage wall — The two primary Pike Place collage walls used throughout the campaign. Left side Big Ten specific, right side Seattle specific with Washington athletics assets blended into both.

Two paper-tear edges cut from the Seattle and Big Ten walls — Paper tear edge elements built from the Pike Place walls

Three border strips built from Pike Place signage photography — Border elements built from signage photography at Pike Place

Torn paper collage pieces for softball — Interchangeable torn paper collage assets for each sport

Good Luck Seahawks text treatment in purple and gold gradients — Purple and gold gradient text treatments using the Pike Place walls as a pattern overlay

Big Ten and Husky street banners on Montlake Boulevard — Street banners stretching down Montlake Boulevard in the UW footprint, featuring evergreen Husky Athletics branding and photography.

Big Ten street banner with Husky Stadium imagery — Street banners stretching down Montlake Boulevard in the UW footprint, featuring evergreen Husky Athletics branding and photography.

B1G Things to Know About UW social graphic — Social graphic launched from @UWAthletics main account showcasing some need-to-know bits about the Huskies.

W and B1G lockup on torn purple and gold paper — Sport specific hero graphic (softball pictured) launched from all 19 individual sport social media accounts.

Purple and gold W graphic — Social graphic following “B1G Things to Know” showcasing the Washington Huskies’ colors: purple and gold.

Instagram carousel introducing Washington to a national audience, including how to say the name, where it plays, and what it's won, among other unique facts.

Profile photo icons across all sport accounts utilizing the texture overlay and purple color treatment showcased below paired with each sport’s Block W mark.

Men's golf X header with a course photo and the W and B1G lockup — Sport account headers for Twitter/X each utilizing their sport-specific Pike Place wall (showcased below), the block W and Big Ten lockup, alongside a venue photo.

Women's basketball X header with an arena photo and the W and B1G lockup — Sport account headers for Twitter/X each utilizing their sport-specific Pike Place wall (showcased below), the block W and Big Ten lockup, alongside a venue photo.

Concrete texture overlay — Primary texture overlay utilized throughout the campaign.

Torn paper strip — Torn paper asset used throughout the campaign.

Purple before and after the texture overlay — Side by side showcasing color correction and treatment of purple with the texture overlay.

Golf collage wall — Pike Place walls for each sport incorporating Washington Athletics logos and elements alongside sport specific assets.

Softball collage wall — Pike Place walls for each sport incorporating Washington Athletics logos and elements alongside sport specific assets.

50 days until kickoff countdown graphic — Countdown, pro partnership, theme night, drafted, season recap, and ticket drive. Six message types within one visual language.

Good Luck Seahawks graphic — Countdown, pro partnership, theme night, drafted, season recap, and ticket drive. Six message types within one visual language.

Men's basketball game-cycle graphic 1 of 6 — A full game cycle on one account showcasing preseason honors through the final score, with the tear elements and wall patterns.

Men's basketball game-cycle graphic 2 of 6 — A full game cycle on one account showcasing preseason honors through the final score, with the tear elements and wall patterns.

Black Out theme night graphic 1 of 6 — A theme night stripped of nearly all color. The tear elements, wall patterns, and typographic hierarchy hold the identity in primarily black and white palette with purple and gold accents.

Black Out theme night graphic 2 of 6 — A theme night stripped of nearly all color. The tear elements, wall patterns, and typographic hierarchy hold the identity in primarily black and white palette with purple and gold accents.

Purple Out vertical story graphic — A coordinated social and out-of-home rollout for football game themes, built on the same system.

Purple Out web banner — A coordinated social and out-of-home rollout for football game themes, built on the same system.

Go Big! for Washington bus side panel ad — A side panel ad for the Sound Transit bus system with a CTA to visit our Big Ten transition fundraising microsite.

The side panel on a Sound Transit bus — A side panel ad for the Sound Transit bus system with a CTA to visit our Big Ten transition fundraising microsite.

Football season ticket box dieline — A ticket box designed for presentation of football tickets to premium season ticket holders for the 2024 season featuring the Big Ten Pike Place wall accents in gold.

Walkthrough of the 2024 Washington Football ticket box — A ticket box designed for presentation of football tickets to premium season ticket holders for the 2024 season featuring the Big Ten Pike Place wall accents in gold.

Commemorative ticket front: Inaugural B1G Conference Home Game — Commemorative season ticket for Washington's first Big Ten home game, and a reusable cup sold at Husky home games, both built through the Pepsi partnership.

Commemorative ticket back, presented by Pepsi — Commemorative season ticket for Washington's first Big Ten home game, and a reusable cup sold at Husky home games, both built through the Pepsi partnership.

One system, built from photographs of a part of Seattle’s infamous and historic Pike Place market carried 22 sports through Washington’s first year in the Big Ten.

Role: visual identity, art direction, design direction · UW Athletics · Launched August 2, 2024

Next project 2026 SOFTBALL CREATIVE What if lavender and cherry blossoms went from a one-game alternate to the season’s whole visual language? A floral-based identity for Husky Softball’s 2026 season.

View all work