Case Study: Kansas City Current builds a world-class women’s sports brand with Willoughby Design

Kansas City Current drives 2.9 million earned impressions with Willoughby Design

Willoughby Design partnered with the Kansas City Current, a new National Women's Soccer League team, to create a name, crest, and brand experience that would properly launch the club. The challenge was to develop an identity that reflected the team's ambition and fierce spirit while honoring its Kansas City roots, all as part of a strategy to propel the team to success and garner respect for women's sports.

The solution from Willoughby Design included brand strategy, naming, and a complete brand identity system. This resulted in the Kansas City Current name and a crest inspired by the local rivers, which was extended into environmental design for their training facility and the world's first purpose-built stadium for a women's professional team. The measurable results were immense, including 1.1 million social impressions and a 90% increase in website traffic upon the brand's announcement. The stadium has sold out every match and received global recognition, being named one of TIME's 'World's Greatest Places 2024'.

Kansas City Current