La League



In many countries around the world girls are being treated with inequality by their father or father figures. Plan fights to break through this status quo to create a healthy father-daughter relationship. While the football domain is dominated by men, girls football is the fastest growing sport worldwide. By combining these two worlds, a closer father/daughter relationship can be fostered. BrandBase was asked to position this nameless initiative, by coming up with a name, pay-off and a visual identity for a worldwide market.

La League
Naming, branding & visual guidelines
Bill Tanaka


La League. A new brand, positioned as an initiative of Plan. The name La League is international and appeals to both football and femininity. The pay-off ‘Born to Win’ supports the very core of the brand identity. The imagery is authentic and powerful. The raw documentary-like photography (by Bill Tanaka) shows strong, tough girls in their purest, most focused form. This approach highlights the underdog situation of the girls in football and aims to break this unjustified perception.


As a brand, La League will communicate worldwide and in many different markets. In addition, it will initiate many local events and activities. The brand and visual approach will be launched in an identical fashion worldwide.

Visual identity

The jump-off point for the visual identity is to achieve international characteristics. The visual approach of the La League brand needs to work in any market, with models being recruited from the market it serves. La League sets a strong but still warm approach visually, especially through true-to-life photography. In terms of design and colors, the approach is minimal with the purpose of creating an ideal environment for the photography to shine.