THE MOXIE LEAGUE

Service
WEB DEV
Client
THE MOXIE LEAGUE
Year
2024
Overview

I led the full brand overhaul for The Moxie League — a regional women’s basketball league rooted in grit, community, and Southern energy. From strategy to jersey design, I handled every detail: redesigning the logo, writing all the copy, and building a scalable Webflow site with CMS infrastructure for teams, rosters, and updates. I also created moodboards, led vision sessions, trained their team, and set up SEO. The site helped position the league as a rising force — eventually landing them a feature on ESPN.

View Live Project
Service
WEB DEV
Client
THE MOXIE LEAGUE
Date
2024
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Category: Brand Cleanup, Website Design, Apparel, Strategy

‍Platform: Webflow, Adobe Illustrator, Adobe Photoshop

Timeline: 3 months

‍Role: Lead Designer, Strategist, DeveloperOutcome: Full league identity and scalable platform built from scratch:

Outcome: Full digital identity and Webflow platform — built to scale and honored by ESPN & Toyota

The Setup

The Moxie League wasn’t just another women’s basketball league — it was a statement. A bold, regional initiative built on grit, game, and sisterhood. But there was no brand to stand on, no site to land on, and no direction to grow from.

That’s where I stepped in and built the foundation from scratch.

The Challenge

We needed to create a platform that felt athletic, modern, and unapologetically feminine — while still speaking directly to hoopers. The site had to be functional for team updates, standings, rosters, and future expansion. The brand had to be bold but not cliché. Clean but still gritty. Familiar but still new.

And it had to be done fast — with full clarity and intention.

‍

The Process

We kicked things off with vision and work sessions to get aligned on tone, style, and what “moxie” really looks like in visual form. From there, I executed end-to-end — strategy, creative, development, and handoff:

Creative Direction

  • Built moodboards and tone decks to define the look and feel
  • Shaped the voice of the brand — confident, clear, and rooted in community
  • Balanced legacy sports visuals with feminine Southern energy

Brand Identity

  • Redesigned the original logo to better reflect the league’s spirit and Mobile’s identity
  • Designed the official league jerseys for the upcoming season — pulling from the updated identity system for cohesion

Web Design & Development (Webflow)

  • Custom-designed and developed the full Webflow site
  • Structured CMS systems for:
    • Teams
    • Rankings
    • Rosters
    • Events
  • Created clean, modular layouts for easy updates and future growth
  • Edited and optimized all images and layouts for performance

Copy & SEO

  • Wrote every word of copy to ensure consistency in tone and clarity
  • Optimized all metadata, alt text, and on-page structure for discoverability

Deliverables

  • Full brand refresh (logo, color, type)
  • Custom Webflow site (design + development)
  • CMS structure for content updates
  • Official jersey designs for the league
  • Copywriting + SEO optimization
  • Internal content system and offboarding

Outcome

  • The Moxie League launched with a clear, powerful identity and scalable digital home
  • Featured on ESPN as a standout model of community-led women’s basketball
  • The brand now reflects the skill, style, and spirit of its players — and has the tools to grow

Reflection

This one was personal. I didn’t just make a site — I built something that gives real hoopers a digital home. From the jerseys to the content structure, every piece had a purpose. And I made sure that purpose was felt.

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