After 15 years as Varsity Gay League, the nation’s largest LGBTQIA+ sports league was ready for its next era. With over 37,000 members nationwide and growing, the organization needed a brand that reflected the full spectrum of its community, not just one part of it. NinetyEight was brought in to lead a full rebrand, rooted in inclusivity, energy, and evolution.
Through deep cultural insight, naming strategy, and brand development, we explored the nuance of queer language – balancing pride with approachability, identity with play. We tested names, refined messaging, and crafted a new logo and design identity that felt unapologetic and welcoming. The result: OutLoud Sports, a brand that captures the joy of movement, the power of self-expression, and the beauty of belonging.
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