• by Fern Siegel , Yesterday

Seattle’s professional women’s soccer team has regained their name. After a three-year stint as OL Reign, one of the original NWSL franchises returns as Seattle Reign FC.

To reclaim its origins, it teamed with brand consultancy Redscout for a rebrand.

The work includes debuting “Witness the Reign,”  a new brand platform for Seattle Reign. The rebrand positions the team as ready for growth, one that’s determined to astound the league. The new visual identity also covers Reign’s social and digital platforms, in-stadium and OOH across Seattle.

The high-energy look is designed to keep fans watching lead scorer Lynn Biyendolo, as well as global stars Jordyn Huitema, Jess Fishlock and Ji So-Yun at Lumen Field, its home stadium. Over its first 11 seasons, the club captured the NWSL Shield three times, while making three appearances in the NWSL Championship.

Ashley Shaffer, CMO of Redscout, said: “This is an iconic club with a super passionate fanbase. Giving the Reign FC the love and care it deserves is the most fun work in the world.”

To further bolster team spirit, local singer-songwriter Brittany Davis was asked to create “Stand Up!” a song that accompanies a short documentary about the Reign players and supporters.

The team also launched an app that acts as the match-day hub for both Reign and Sounders fans, featuring the new visuals.

In addition, Redcount is developing a brand revamp for the enterprise that runs the Seattle Reign and the MLS’ Seattle Sounders teams.

Redscout’s client list includes Lands’ End, Netflix, Uber and Allergan Aesthetics.