Oosa, oosa, oosa-aaaaa!
During our 2018 Prophet for Non-Profit, we worked with the United States Women's National Team (USWNT) to develop a brand that celebrates the diversity and essence of its players. We created Oosa, a luxury streetwear and athleisure brand, centered around the idea of Progress Never Rests. The brand is an asset that allows them to capitalize on the collective value of the players, while providing an avenue for supporters to get involved in their efforts to push for meaningful progress, on and off the field – including causes like equal pay and gender equality.
The brand’s name comes from the team's longstanding rallying cry of "oosa, oosa, oosa-aaa" before they take the pitch. This anthem unifies the individuals of the team and their supporters in a shared sense of community.
For the visual identity, we created a flexible toolkit that brings to life the community, diversity, and drive of the USWNT players and their supporters. The dynamic graphics and text reflect the sonic impact of the chant and the lasting effects of the brand’s social messages.