Rock League
Curling Unleashed
Services
Brand Positioning, Brand Identity, Team Brands, In-Venue & OOH, Broadcast & Motion, Merchandise
Rock League launched in April 2026 as the world’s first professional curling league. Launching a new professional sports league from scratch means building everything at once and making it all feel like it instantly belongs. It arrived as an ambitious concept, a curling league designed to compete culturally at the level of any major sport. The work spanned naming, identity, team brands, in-venue experience, broadcast graphics, and merchandise. The elements below are a sampling of what brought the league to life.
Results
Streamed on ESPN+ in the U.S. and CBC in Canada. Team merchandise is setting early sales records, and the league has since raised a $25M Series A.
My Role
Brand Identity, Art Direction, Creative Direction
In addition to creating the Rock League brand I designed identities for each of the six founding teams. Every icon is rooted in something culturally specific to its region: an animal, a symbol, an idea that belongs there.
Rock League Launch Broadcast :30
The brand had to work at every scale, from a flag on a light pole to a full arena wrap. I designed the complete in-venue and out-of-home collateral system so that walking toward a Rock League event is exciting before you're even inside.
Brand identity, look and feel, in-venue graphics, motion graphics for broadcast, commercials, merchandise. Rock League is being built to last, and the visual system is designed to grow with it.
