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Oregon Soar is a women’s professional Ultimate Frisbee team in the WUL, a fast-growing western league. Previously known as Onyx, the team had been sidelined due to challenges tied to prior ownership. With new leadership came a fresh start—and a bold new brand rooted in empowerment, unity, and growth. The name “Soar” captures the energy of flight and forward momentum, launching the team into a new era alongside a revitalized identity for the men’s team and the parent organization. The overall brand launch included a new name, identity system, logo, uniforms, fan gear, social launch and stadium representation.
The women’s team had long been overshadowed by the men’s, and the key objective was clear: create a brand that uplifts, empowers, and puts the women’s team front and center. The client aimed to build an inclusive identity—welcoming players from all backgrounds and fostering a sense of belonging. We were challenged with finding a unique, meaningful name that reflected Oregon pride while standing out in a crowded sports landscape.
We built the brand around four pillars: Inclusivity, Community, Local pride, and rooted in Ultimate Play. The rebrand launched with energy and was embraced by players and fans alike. Oregon Soar, alongside the men’s team, secured a new home at U of O Stadium in Portland and kicked off the season with a rise in game attendance and engagement at community events—early proof that the brand is resonating and building momentum.
SOAR draws on the spirit of Ultimate—fluid, fast, and fiercely collaborative—and the rare birds of Oregon’s Willamette Valley. It’s more than a name; it’s a mindset rooted in unity, freedom, and upward momentum. Inspired by flight, SOAR reflects the region’s values: creativity, inclusion, and collective growth. Like a flock in sync, each player contributes unique strength, building a team—and a culture—that rises together.
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