I was contacted to design the branding and social media assets for a women's football news brand, Footfem. Their goal is to offer Spanish language news to a range of ages and genders that are not traditionally represented by the sport and allow women's teams to have more reach. They were not searching for stereotypes, but to elevate the sport coverage to a bigger audience.
A starting point for me was a neutral sans serif that would read well in small screens. From there, experimentation with the football field and movements of the ball led me to the final selected logo.
Follow them at @footfem!