2026 PWHL Playoffs

The goal for the 2026 PWHL Walter Cup Playoffs creative was to create a brand system that was bold, fresh, and stretched the PWHL League branding in a new direction. “Play It Big,” Season 3’s marketing campaign, was top of mind when designing this look. With the PWHL growing its fan base, especially after the 2026 Winter Olympics, displaying Tune-In and game information loud and clear was critical to bringing games to fans’ screens.

The brand system needed to hero each team’s colors while keeping a consistent look and feel across League social posts, web page assets, in-venue displays, and broadcast announcements. I centered the brand package around a chrome logo treatment based on the silver Walter Cup Trophy. A modular grid or “building-block” system formed the guides for each asset, allowing for creativity in choosing and modifying layouts across varying asset sizes. The grid system also allowed for strategically “coloring outside the lines,” with player imagery and the chrome logos popping out of the grid to add depth and visual interest.

*Note - Playoffs & Finals logo credit to Bronwyn Mcvey