At MATTA, we thrive on bold, boundary-pushing projects, and our partnership with Women’s Elite Rugby (WER) has been exactly that. As the United States’ first professional women’s rugby league prepares for its inaugural season in March 2025, we’re proud to have created the identities for the league’s first six teams.
WER is set to redefine rugby in North America, with ambitions as fearless and unapologetic as the sport itself. Women’s rugby is one of the fastest-growing sports in the world, and the launch of this league couldn’t come at a better time, following the U.S. team’s success at the Paris 2024 Olympics and the rise of Ilona Maher as the most-followed rugby player in the world.
WER approached us with a powerful vision: to create a league that challenges conventions and puts women’s rugby on the map in the U.S. in the run-up to hosting the Women’s Rugby World Cup in 2033. We were tasked with developing six team identities from scratch, rooted in the culture of their cities.
Our Approach
Collaborating closely with WER President Jessica Hammond-Graf—a former rugby player, passionate to grow the sport—we began by defining the strategic positioning for the league and its teams. Through extensive research, surveys, and insights from local fans and players, we made sure each team identity captured the spirit of its city while aligning with WER’s fearless, disruptive ethos.
We embraced the challenge of creating something new and impactful. For us, this wasn’t just about logos and names; it was about helping WER build a movement. Each team identity reflects the league’s commitment to rewriting the story of rugby in the U.S. and creating space for women to lead, inspire, and excel.
The six team identities we've created
- Bay Breakers – Inspired by the unrelenting power of the Pacific Ocean, the Breakers reflect the Bay Area’s resilience and innovation.
- Boston Banshees – Channeling Irish folklore and Boston’s fiery spirit, the Banshees bring fierce energy to the league.
- Chicago Tempest – A nod to the city’s iconic storms, the Tempest embodies raw power and unstoppable force.
- Denver Onyx – Representing the strength and rarity of a precious gemstone, Onyx captures Denver’s bold and enduring character.
- New York Exiles – A tribute to New York’s defiance and diversity, the Exiles celebrate visionaries and disruptors.
- Twin Cities (TC) Gemini – Symbolising duality and unity, the Gemini reflect the collaborative energy of Minneapolis and St. Paul.
Our ambition is to transform the US’ semi-professional league into one that can compete on the world stage with the most progressive competitions. MATTA’s creative direction has taken the sport into a dynamic new place, capturing the excitement of the sport and the passion of its fans. The team has listened to us, challenged us, and we’re so delighted with the result.
President, WER
Bringing the Vision to Life
`We positioned WER’s league architecture between a ‘house of brands’ and ‘endorsed brands’ model, ensuring each team has its own distinct identity while remaining connected to WER’s overarching ethos. The designs combine a modern American aesthetic with vibrant colours, bold typography, and city-specific inspirations.
Shared design elements, such as the inclusion of “XV” on each crest, unify the teams while reinforcing their connection to the sport’s heritage. Every detail was carefully considered, from the names to the final crests, to ensure these brands resonate with local communities and stand out on the global stage.
A Transformative Moment for Women’s Sport
Launching these team identities has been an incredible experience for us at MATTA. We’re proud to play a part in this historic moment for women’s rugby and to see our work contribute to a league that’s fearless, inclusive, and game-changing.
With WER’s first season kicking off in March 2025, we can’t wait to see these teams take to the field, inspire new fans, and pave the way for the future of women’s sport.
From our first meeting with WER in New York to unveiling the six team identities, it’s been an honour to be part of this integral evolution of the women’s sports landscape. Drawing on a decade of experience shaping women’s rugby in the UK, we’re proud to have created bold, standalone US-aligned brands that will inspire the next generation of rugby players and fans globally.
Director of Women's Sport, MATTA
