Portland Reign
A New XFL Team
Branding | Art Direction | Social Media
A full brand identity campaign for Portland Reign, developed as a speculative professional football franchise for the XFL.
The Approach
Developed as a speculative football franchise, the identity centers on the name Reign, a name that communicates power, authority, and dominance while referencing the Pacific Northwest’s climate. This dual meaning grounds the team in its environment while reinforcing a sense of competitive ambition.
The visual system uses a high-contrast palette of black and electric blue to convey intensity and energy, paired with sharp, bold typography and dynamic graphic elements. The result is a contemporary, performance-driven identity designed to scale consistently across physical and digital touch-points.
The Result
The outcome is a cohesive, scalable brand system that positions Portland Reign as a bold, modern franchise. The identity translates seamlessly across uniforms, merchandise, and digital platforms, creating a recognizable and competitive presence.