Redscout Introduces Inspired New Brand Identity and ‘Witness the Reign’ Season Campaign for Seattle Reign FC
After years of change and upheaval—from a relocation to their stint as OL Reign—Seattle’s iconic NWSL team returned home. Entering their 13th season as one of the original NWSL franchises and under new ownership, Seattle Reign FC needed to reclaim its roots—and its crown, showing its commitment to the fanbase as the club returned to its birthplace and original name.
The team partnered with brand consultancy Redscout to help them reestablish their identity while charting a bold, future-facing course. The work includes developing new North Star, tone, values and a full visual brand refresh to support the team’s explosive growth and community efforts, as a club to watch in the league.
It’s been incredible to watch Redscout commit, embed, and genuinely exercise the care and intention to redefine our club and brand. ”
—Maya Mendoza-Exstrom, Chief Business Officer, Seattle Reign FC
Introducing “Witness the Reign” – a new brand platform for Seattle Reign FC. Poised but gritty, gracious yet unapologetic, the new identity breaks free from sports branding clichés with a system that blends sophistication with edge. The campaign launched to drive fans across greater Seattle to come witness the new Reign play at their home in Lumen Field. With a roster of 18 returning players, including international sensations Jordyn Huitema, Jess Fishlock, and Ji So-Yun, plus key additions like the NWSL’s leading scorer, Lynn Biyendolo, the club has been drawing outsize attention to come witness the excitement on the field. The new visual identity is currently out in market, spanning Reign’s social and digital platforms, in-stadium and OOH across Seattle.
Beyond creating the next evolution of the brand, Redscout has also supported Reign FC leadership as fractional CMO over the course of their partnership. They’re currently helping brand and envision the enterprise which holds both the Seattle Reign and the MLS’ Seattle Sounders teams.
“Redscout helped us re-introduce the Reign brand to the world. I’m continuously amazed to see how well it has resonated; with the fan base, the athletes, with partners, and the full team. This refresh has helped separate us from the pack.” – Courtney Carter, Chief Revenue Officer, Seattle Reign FC and Seattle Sounders FC
Additional marketing elements for the 2025 season included:
- The team commissioned a bespoke “battle cry” anthem and player walkout song from local musical artist Brittany Davism called “Stand Up!” which was covered by Rolling Stone. Accompanying the song is a short documentary film about the making of the anthem, involving Reign players, academy athletes, and members of the Reign FC’s loyal supporters groups providing backup, directed by award-winning director Jason Berg.
- The club’s launch of its new secondary kit, the Rise Kit, was lauded across the league as one of the best jersey launches of the new season.
- The team launched a first-of-its-kind app that acts as the match day hub for both Reign and Sounders fans, featuring the new identity and iconography developed by Redscout.
“As a lifelong women’s soccer fan, I’m over the moon to work with the legends of the game that the Reign FC team has assembled. All eyes are on the NWSL and the Seattle Reign is one of the most exciting clubs to watch,” said Ashley Shaffer, CMO of Redscout. “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.”
The Seattle Reign partnership and campaign adds to Redscout’s expanding list of cross-category clients including Lands’ End, Netflix, Uber and Allergan Aesthetics.
About Seattle Reign
Seattle Reign FC was established in 2012 as a founding member of the National Women’s Soccer League. The fourteen-team NWSL is widely considered to be the most competitive women’s professional soccer league in the world. Over its first 11 seasons, the club captured the NWSL Shield three times, while making three appearances in the NWSL Championship and seven appearances in the NWSL postseason. Reign FC plays its home matches at Lumen Field in Seattle, Washington and trains at Starfire Sports Complex in Tukwila, Washington. The club can be found on the web at www.reignfc.com and on social platforms @ReignFC.
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