The Challenge
TheSkimm was riding the momentum from Cannes, and co-founders Carly and Danielle were eager to expand into sports. But this wasn’t just about covering women’s sports—this was about women talking about sports the way they talk about their favorite binge-worthy reality shows. The vision was exciting, but the ask? A little elusive.

The content and design teams had to define what this show would be and how it would stand out in a new market. We needed a concept that felt undeniably Skimm—smart, sharp, and built for the way women actually consume and talk about sports.

The Solution
We went full-court press. To shape the identity of Well Played, I developed three distinct creative directions, each crafted and presented at lightning speed. The process was a whirlwind—but that’s where the magic happened.

Through iteration, collaboration, and gut instinct, we found the spark—the version of Well Played that just clicked for everyone. The final concept? A weekly sports video podcast that brings theSkimm’s signature MVP takes, humor, and smart breakdowns to the sports stories women care about most.

This isn’t just another sports show—it’s a recap series for the ultimate fangirls, treating sports with the same energy, passion, and drama as their favorite reality TV. We built a bold, fresh identity that reflects the show’s voice and makes it clear: sports are entertainment, and we’re here to talk about them like the binge-worthy spectacle they are.