WISE Announces Brand Evolution



Erin Weinberg
(646) 359-7798

Women in Sports and Events (WISE) Announces Brand Evolution

DECEMBER 2, 2020 (New York, NY) – Women in Sports and Events (WISE), the leading voice and resource for women in the business of sports, today announced the evolution of the brand, which includes a new brand identity and web platform. 

Since it was founded in 1993, WISE has grown into an organization that touches all areas of the sports industry with 28 chapters and 5,000+ members in North America. The organization will replace its logo with a new logo that reflects the WISE membership’s passion, energy and connection. Created by Infinite Scale, a Utah-based design studio, with input from the organization’s national and chapter leadership, the new logo and visual identity will be consistent across the organization and all its programs and initiatives at the national and chapter levels.

“As an organization, we are at an exciting and pivotal moment,” said Kathleen Francis, WISE national board chair and president. “Our new brand identity better reflects who we are today and the desires of our members and partners to provide the tools and resources to support the recruitment, retention and advancement of women in the business of sports. Additionally, our new WISEworks.org website will be fully integrated with our chapters, allowing for deeper peer-to-peer engagement and increased virtual learning, delivered both live and on demand.” 

The new primary logo features the WISE acronym, like before. Overlapping shapes in the “W” convey a sense of connection — the shared community among members and the networking occurring across the industry — while breaks in the letter hint at Title IX. The new marks and enhanced color palette are among the features members encounter on the revamped WISEworks.org.

“It’s our responsibility to serve those people and organizations that have given so much to us like WISE,” stated Molly Mazzolini, Partner + Director of Brand Integration, Infinite Scale. “This was Infinite Scale’s way of using our specialized skills for good to design an evolving brand identity that has stood strong for over a quarter of a century and continues to unite women and men in the sports industry.”

In the coming year, WISE will enhance its support for members and industry partners. In addition to this new brand identity and online experience, the organization will unveil a suite of leadership training offerings for members at all stages of their career journey.

In 2021, the organization will host its Annual WISE Women of the Year Awards Luncheon, which was postponed because of COVID-19. Susan Cohig of the NHL, Rosalyn Durant of Walt Disney World Resort, Elizabeth Lindsey of Wasserman and JoAnn Neale of MLS were selected as the 2020 honorees by WISE members nationwide. They will be recognized for their accomplishments, contributions and support of their female peers at the 26th annual awards luncheon, which has been rescheduled to March 16, 2021. 

About WISE

WISE (Women in Sports and Events) is the leading voice and resource for professional women in the business of sports. Through ongoing meetings, special events, and mentoring and educational programs, WISE aims to offer its members the opportunity to gain valuable industry insights and connections that can provide them with a competitive advantage in their current position and as they advance in their careers. Founded in 1993, WISE is a national membership organization and registered 501(c)(3) public charity headquartered in New York City, with chapters in Arizona, Atlanta, Boston, Charlotte, Chicago, Cleveland, Detroit, DFW, Greater Orlando, Greater Raleigh, Houston, Indianapolis, Las Vegas, Los Angeles, Memphis, Milwaukee, NYC Metro, Pittsburgh, Portland, San Diego, Seattle, SF Bay Area, South Florida, Tampa Bay, Toronto, Twin Cities, Utah and Washington DC. For more information on WISE, please visit WISEworks.org.