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WCWS
PROJECT DETAILS
CLIENT — Women's College World Series
CATEGORY — Campaign Development, Branding,
Illustration, Social Media, UX / UI
ROLE — Lead Design, Art Direction
For the 2021 Women’s College World Series campaign, themed "It’s A Vibe," I created a hand‑illustrated visual system, drawing all illustrations myself,to capture the emotion, sound, and spirit of the WCWS experience. Inspired by the trending social phrase and its cultural resonance, this expressive, summer‑forward aesthetic became the backbone of the broader campaign, translated across digital, social, and tune‑in marketing touchpoints.
I led cross‑functional collaboration and creative direction for the campaign's extensions, ensuring visual consistency across all formats. This creative approach helped boost awareness and tune‑in for the event, with the 2021 tournament achieving a 17‑game average of 1.2 million viewers making it the most-watched WCWS on record.
Following its success, I was asked to lead visual storytelling for the 2022 and 2023 campaigns, continuing to evolve the identity of the WCWS brand.
Ask me how we approached building a fresh, fan-forward identity for WCWS and how it evolved across seasons.
CAMPAIGN DEVELOPMENT
On-Air Visual Package
Marketing campaign/creative directon
As part of the broader “It’s A Vibe” campaign, this visual system carried the illustrated identity into on-air promotional moments. These assets channeled the energy of the tournament through dynamic, emotionally resonant visuals designed to connect with viewers and drive awareness around ESPN's WCWS coverage.
Social Media
social media strategy
Social Strategy/Creative Direction
These social-first assets extended the campaign’s visual identity into dynamic, platform-native content. Designed for engagement and speed, the system also included customizable templates for schools to personalize and share—amplifying reach while maintaining brand consistency across teams and channels.
Email + Digital Banners UX/UI
BRACKET
PREVIEW EMAIL
PREVIEW EMAIL
Custom social media assets were designed to extend the WCWS campaign identity throughout the tournament. These graphics shared scores, matchups, and standout moments in real time, delivering consistent visual storytelling that kept fans engaged across platforms.
LIVE-SCORE
EMAIL EXPERIENCE
EMAIL EXPERIENCE
Real-time scoreboard emails delivered during live tournament windows to keep fans informed and encourage tune-in through dynamic, up-to-the-minute updates.
INTELLIGENT
DISPLAY ADS
DISPLAY ADS
JSON-powered banners served across desktop and mobile to promote upcoming WCWS games and drive real-time audience engagement.