University of Washington Athletics (2024-25)

FOREVER 10

Jersey retirement campaign for Kelsey Plum. Husky guard, two-time WNBA champion, two-time Olympic gold medalist.

When UW retired Kelsey Plum’s number ten ahead of the 2024-25 season, the campaign needed a mark people would remember, and it had to be built around the numeral itself.

Two things defined her: the downhill drive to the rim, and the braided ponytail that flew behind her like a contrail from a jet. Those became a silhouette, paired with a ten pulled straight off the jersey being retired. The toolkit ran from the announcement graphic at 458,700 views to a full-page Seattle Times ad, court decals, rally towels, jersey patches, and the banner behind Plum during her halftime speech.

View Design Rationale

Forever 10 announcement graphic: Kelsey Plum across her Washington, WNBA and Team USA career beside a giant purple 10

Toolkit key: the Husky Bold Regular numeral (2013-17), the Plum drive silhouette, and the Legacy and Industry Italic typefaces

Husky Bold Regular Numeral (2013-17)
Plum drive silhouette
Legacy — Display, Industry Italic — Demi & Black supporting

Forever 10 billboard: Congrats, Kelsey! FOREVER 10, forever-10.com, with Plum across her career — Billboard

Forever 10 web banner: Kelsey Plum beside KELSEY PLUM FOREVER 10 — 1920x750 — web

The same toolkit recomposed across placements — social, web, and out-of-home.

Forever 10 billboard on the Ballard Bridge: Congrats, Kelsey! FOREVER 10, forever-10.com — Ballard Bridge billboard. The one placement built to be read at speed.

Full-page Forever 10 takeover in the Seattle Times Sunday sports section — Full-page takeover, Seattle Times Sunday sports section, six days before the ceremony.

Page 1 of the December 2024 GoHuskies magazine with a Forever 10 spread — Page 1 of the December 2024 issue of GoHuskies magazine.

March 2025 GoHuskies magazine cover: Plum in front of the Forever 10 banner — The Forever 10 identity becomes the set that Plum is standing in front of during her ceremony speech at halftime.

Wordmark version, considered

Court layout with the Forever 10 primary mark decals, as installed — Primary mark version, installed

Two options for the center-court decal. The wordmark felt too long for a mirrored application, the primary mark felt more balanced with the Alaska Airlines Arena logo sitting across from it.

Alaska Airlines Arena with two Forever 10 court decals, video board takeovers and rally towels on every seat — A wide shot of Alaska Airlines Arena with the two Forever 10 decals on the court, video and ribbon board takeovers, and rally towels on every seat.

Forever 10 rally towels hanging on arena seat backs — A close up of the Forever 10 rally towels hanging on the seat backs in the arena. (Photo by Reid Alexander)

Forever 10 patch ironed onto a Washington jersey — The Forever 10 jersey patch after it was ironed on the uniforms for the game.

Sayvia Sellers in a Forever 10 warm-up long sleeve shirt — Washington Huskies guard Sayvia Sellers in a Forever 10 warm up long sleeve shirt before tipoff. (Photo by Reid Alexander)

Shop Now! forever-10.com merch promo graphic — Fanatics developed the retail line and merchandise was sold at the Washington Huskies’ team store.

Kelsey Plum Forever 10 gear on display at the Huskies team store — Fanatics developed the retail line and merchandise was sold at the Washington Huskies’ team store.

300x600 Secure your seats ad — Digital ads created for UW Athletics social, email, and Seattle Times

320x106 Secure your seats ad — Digital ads created for UW Athletics social, email, and Seattle Times

$10.00 tickets for 10 promo graphic — UW Athletics E-Commerce ads promoting $10 game tickets in honor of Plum’s number ten being retired.

One week! $10.00 tickets for 10 promo graphic — UW Athletics E-Commerce ads promoting $10 game tickets in honor of Plum’s number ten being retired.

Owned reach 867,852 Impressions across 14 posts carrying the designed work

Earned reach 93,600 Views on a journalist's photo of the Seattle Times page

Business outcome 9,294 Fans in attendance at a sold out arena on January 18, 2025

X publishes view counts; Instagram and Facebook don't report reach publicly, so this figure covers X only. Plum's own following of more than a million isn't included.

Kelsey Plum's Instagram post from the ceremony in front of the Forever 10 banner, 74.4K likes — Plum posted from the ceremony to her own account the day of with the banner as the backdrop.

The phone wallpaper drew roughly forty times the likes of a "Shop Now" post published the same day. Fans engaged more with something to keep than something to buy.

Next project BIG TEN TRANSITION Washington’s move into the Big Ten needed a look that worked for 22 sports and still felt like Seattle. I built it from graffiti walls I photographed around Pike Place.

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