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Oregon Steel is a men’s professional Ultimate Frisbee team in the UFA, a fast-growing national league. Formerly the Portland Nitro, the team faced a negative reputation legacy tied to previous ownership. New owners brought us in for a full brand audit, leading to a bold rebrand rooted in renewal. The result: a new name and identity that honors the past while forging a stronger future—alongside a full brand system for the men’s team, the parent org, and a new women’s team.
The former brand carried a history that posed major challenges for new ownership aiming to build trust and grow the fanbase. The goal was a clean break—new name, identity, and culture. With many players and fans from beyond Portland, the brand needed to feel inclusive of all Oregonians. Finding a unique, meaningful name in a saturated sports landscape added complexity, especially one that could reflect state pride without overlap with existing teams.
We built the brand around four pillars: community-first, unified with the women’s team, local to Oregon, and authentic to Ultimate. The rebrand launched with real momentum, met with excitement from fans and players alike. With renewed energy and identity, the team secured a new home at U of O Stadium in Portland and broke attendance records at the first game of the 2025 season.
“STEEL” draws from the native Steelhead—iconic in Oregon for its strength, resilience, and adaptability. Like the fish, the team reflects the region’s spirit: deeply connected to nature and community. The name embodies toughness, fluidity, and unity—core to both Ultimate and Oregon Steel’s identity. Each player is a strand of steel—strong individually, but unbreakable together. It’s a name rooted in place, purpose, and power.
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