Fueling the Impact of the Black Women's Player Collective
The Black Women's Player Collective (BWPC) is a non-profit organization formed by over 50 female professional athletes to leverage their collective voice during the summer of 2020 racial justice uprisings. A force in sports and society, the BWPC works to transform soccer to be more equitable and inclusive for Black women and girls who want to play the beautiful game.
As a newer organization with limited support and resources, BWPC needed to build brand awareness and attract funders and partners. Towards that end, BBMG, led by our team of summer interns, was tasked with creating a bold brand identity and campaign strategy as strong as their vision and voices. The identity was used to build the Collective's new website, and the new BWPC was featured in a collaboration with Adidas in October 2021.
We started off by speaking to key stakeholders to inspire the campaign strategy and visual identity: members of the Collective, moms of young Black girls who play soccer, and ally organizations. These conversations highlighted the exclusive nature of soccer in America, the lack of representation, and the need more than ever for breaking down the barriers that get in the way of Black women and girls playing the beautiful game.
The new brand identity embodies the spirit of the Collective – bold, professional, and disruptive. The logo visualizes BWPC's mission to elevate Black women and girls, and an optimistic and bright color palette is brought in to reflect the Collective's unbreakable love for the sport.
In addition, we crafted a fearless brand awareness campaign grounded in the idea "The Game Needs Her." The campaign serves to emphasize how much better the game of soccer could be if all Black women and girls felt welcome and supported on the field. Our messaging highlights the Collective's influence, individual stories, and long term commitment to the racial justice fight, all the while embodying BWPC's mission and inviting allies and partners to join them in changing the game for Black women and girls.
Of top priority for the members of the BWPC is connecting with young Black girls in underserved communities across America and sharing with them their love for the game. We extended the identity to include a playful, joyful smiley soccer ball icon for the organization to use when engaging with this audience.