To launch the WNBA’s 25th season, we wanted to show the world how much the WNBA has to celebrate, despite the hate, doubt, and disrespect.

Using the phrase “count it”—something players shout when they make the impossible shot—we created a conceptual logo and film (which was narrated by legendary player Lisa Leslie).

The campaign was picked up by Muse by Clio, Adweek, ESPN, Yahoo, Washington Post, The Wall Street Journal, and others, and received a lot of love on Twitter for a league that normally receives a lot of hate.

We wanted to design an emblem that encapsulates the defiant spirit of the WNBA, from subverting traditional roman numerals to using the tally to count the years and cultural victories.