About   Work



The Bench Strategy


Women, trans, and non-binary athletes shape culture, but rarely share in the wealth they create. The Bench Strategy is writing a new playbook for women’s sports, one where athletes, fans, and communities become owners. Its co-founders needed a brand as ambitious as that vision, one that earns trust at first glance and invites people into the future of the game.


Brand Strategy
Brand Identity
UX & Web Design
Web Development
Social Design
Digital Design









Co-founder Jodie Tonita imagined the brand as equal parts porch light and rallying cry: welcoming to athletes and fans, and credible to the investors and partners who would back them. That balance runs through the whole system, starting with a “B” monogram drawn like a running track. The palette pulls from the courts, fields, and tracks of many sports, pairing grass greens and bright hits of yellow, blue, and red with deep brown, charcoal, and off-white. Offbeat checkered patterns bring energy, and hand-drawn icons borrow the circles, arrows, and Xs of a coach’s play diagram. The tagline “Where Equity Meets Game” and the Edge Factor framework each have a custom mark of their own.

We carried the identity into a pitch deck, a full website, and social templates, giving The Bench Strategy the tools to make its case to athletes, partners, and funders. The result is an identity fueled by the energy and drive of its mission, and an open invitation to build what comes next.








 

“Our work with TART transformed our brand strategy into a powerful visual identity and website. isabella walked us through every step and was impeccable on a tight timeline. Our visual identity gives us credibility and embodies our vision. We love living into it! ”

— Jodie Tonita, Founder and Managing Partner, The Bench Strategy

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