The league had no name, no fans, and 18 days until opening night.

I'd just delivered a complete identity - logo, 17-page brand guidelines, full website - when the board fractured and the league it was built for ceased to exist.

Most people patch the hole. We turned it into the campaign.

Name The League gave fans a vote on the new identity before the league even had one. 800+ submissions in the first week. Zero ad spend. A fanbase that didn't exist seven days earlier was now invested in the outcome.

The season started on time. The brand launched with an audience already attached to it.