League One Volleyball (LOVB), a first-of-its-kind US volleyball community and professional women’s volleyball league, recently launched to the public with a brand meant to encapsulate the grace and grit of its athletes. The creative was led by Patrick Cox, LOVB Creative Director and designer of the 2012 Olympic logo, and LOVB co-founder & CEO Katlyn Gao.
The brand name (pronounced “love” with a silent b) is unique because unlike many other women’s professional leagues, LOVB omits the word “women” from the acronym (eg. WNBA, WFA, NWSL, etc.) The brand color palette features a range of pastels and neons, deviating from the masculine color palette of most sports leagues.
As part of the launch LOVB unveiled their first campaign video. Created in partnership with BIPOC-founded Art Camp, the video features interviews with pros, teens, parents, coaches, and Olympians like Haleigh Washington, Kim Hill, Kelsey Robinson, Justine Wong Orantes and Danielle Scott sharing what it means for them to be part of the LVOB community.
Creative Director Patrick Cox is a former Executive Creative Director of Wolff Olins and Eight Inc. where he worked on the London Olympics 2012 and (Red) campaign among others. He leads LOVB creative design on a path to creating a major national “LOVB for Life” brand.
