Milwaukee Quest

Project / Sports Design, Milwaukee Quest Brief / Create a WNBA team for Milwaukee, from influence from either Milwaukee or the state of Wisconsin. Solution / I created Milwaukee Quest by drawing inspiration from the city’s rich connection to Lake Michigan, its early sailing history from settlers, and the role those waterways played in Milwaukee’s early development. I also looked to the present—pulling influence from the city’s unique blend of local pastimes, outdoor activities, and community-driven hobbies that continue to shape its culture today. The goal was to create a brand that feels authentic to Milwaukee’s roots while still connecting with modern audiences. The project includes a full visual identity system, featuring a primary mark, secondary marks, custom-designed jerseys, team merchandise, and a hype video that introduces the team and its story. Involvement / Art Direction, copywriting, design, ideation, motion design

Sketches and early process work creating this team.

Milwaukee's primary mark, secondary mark, tertiary mark, quaternary mark, and word mark.

Milwaukee Quest's heroine, explorer, and rebel jerseys. The side panel shows sailing flags that spell out Quest, and the sides of the shorts spell out MKE. The rebel jersey for Milwaukee Quest is inspired by German heritage having a deep connection to Milwaukee and Wisconsin culture.

Merch designs for Milwaukee Quest, shirt, hoodie, hat, life vest.

Hype video that would introduce the team to the city of Milwaukee.

You may also like