Fill The Stands
Create the story, identity, and website for an organization championing girls’ sports.
- Strategy
- Positioning
- Values
- Brand Development
- Copywriting
- Photography
- Animation
- Website Design
- Web Development
- Signage
- Merchandise
Fill The Stands is a game plan for the future of sports. A co-created world where girls’ sports events are can’t-miss occasions. Where the collective energy of female athletes and fans powers and empowers endless possibilities.
Founder and journalist Elizabeth Sweet came to us with a plan to build a vibrant, electric community that literally fills the stands at girls’ sporting events, uplifting young athletes and uniting “grown-up” athletes and local communities through a powerful, women-led volunteer network. We were immediately on-board — sharing iconic sports brands, vintage imagery, and ideas for what Fill The Stands could look like, sound like, and help transform.
The bold letterforms of the primary logotype feel iconic, like a timeless sports team or athletic brand. The letterforms mimic the sharp angles of the lightning bolt logomark.
A lightning bolt inspired logomark reflects the electric energy of a crowd rooting on its favorite team and players, and the kinetic energy inherent in sports.
A team of graphic elements — a playful take on a monogram, a hand rendered arrow, handwritten type, and powerful type with the logomark add personality and flexibility to the brand allowing it to easily flex and translate across mediums — from banners and social media to print materials and merchandise.
It’s been such a pleasure working with you all to bring Fill The Stands to life. I’m thrilled with how the website turned out. Your team has made this process so exciting- and joyful!
An intuitive website pairs the iconic brand identity with documentary-style photography of young athletes and intriguing animation that reflects the energy of live sports. Bold type and color blocks beautifully define the mission and invite visitors to learn more, donate, buy merch, meet the FTS team, and become a volunteer in their home community.
Fill The Stands is creating a network where every girl feels empowered, celebrated, and connected. More than simply filling seats, Fill The Stands is about fostering a culture of confidence, unity, and lasting support for girls’ sports. In the world FTS is helping to build, athleticism, equity, and unity are celebrated; everyone wins — and the stands are always full.
- Photography
- Elizabeth Sweet
