Directed visual identity for Chi-League 2022, as the league for the people of Chicago
Challenge
With a slightly reduced budget and a new venue at University of Illinois – Chicago, expectations remained high to deliver a standout experience that reinforced Wilson and Dreamville’s commitment to the city and the league.
Approach
Focused on bold, large-scale graphics to make branding unmistakable. Refloored the court with custom Wilson x Dreamville visuals and placed key signage in camera-friendly areas to maximize social impact. We also conducted a portrait shoot with players from the tournament, intentionally shot on the South and West Sides of Chicago — prioritizing authenticity and community over skyline clichés. The goal was to let the league speak directly to the people who live it.
Execution
Ran a 4-week tournament with full campaign support across radio, print, and social. Outfitted the gym with custom signage, jerseys, and a rebranded court to create a full environment takeover. The player portraits were integrated into our marketing materials, becoming a powerful visual thread across digital and physical touchpoints. The venue didn’t just feel different — it felt owned.
