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Women’s Professional Leagues Limited (WPLL) has appointed Anomaly as the creative agency tasked with building a fresh brand platform and new visual identity for the new  independent company overseeing the top two tiers of women’s professional football in England. 

WPLL is founded on a vision and mission to transform women’s football by building the  most distinctive, competitive and entertaining women’s football club competition in the  world, for the players and the fans of today and tomorrow. 

Anomaly have been brought on board to create a distinctive brand positioning, brand  identity and creative platform that will fuel fan growth and engagement. 

Throughout the pitch process, which was run and designed by Creativebrief, Anomaly  demonstrated a clear understanding of WPLL’s purpose, principles and position within the  sport landscape and presented well-researched, insight-led ideas focused on being  distinctive, not derivative. Anomaly’s approach was further enriched with specialist  category expertise through the integration of Ten Toes, the sports marketing agency born  from Anomaly. 

Anomaly will now begin developing a long-term brand strategy that informs  communication across all channel platforms followed by the development of a new brand  architecture and visual identity. 

Ruth Hooper, chief marketing officer, WPLL, commented, “This is a critical appointment that will define how the women’s professional football leagues will be viewed for years to come. It was not an easy brief; we have big ambitions to sit alongside the biggest sporting brands in the world creating a distinctive brand that will shape the next chapter of the sport. Anomaly fully grasped the brief and the needs we have for a business at our stage in the growth journey. We can’t wait to see what we can achieve together.” 

Camilla Harrisson, CEO at Anomaly said, “The opportunity to define the future of women’s  football is uniquely exciting and the brief of dreams. The WPLL team have an inspiring  vision and incredible ambition and we will be harnessing every skill set within the  Anomaly model as we partner them on this awesome and important journey to create real  change and impact.”

Charlie Carpenter, CEO at Creativebrief, said, “this brief is the literal definition of a once  in a lifetime opportunity. When you also combine the excitement of the task at hand with  the exemplary approach that the Women’s Professional Leagues Limited took towards  running an equitable pitch that didn’t request creative work from agencies, it gets even  better. We can’t wait to see what Anomaly and the client team at WPLL go on to deliver  as they look to lead the women’s game into a dynamic new era.” 

Anomaly joins WPLL’s existing roster of agencies with includes Little Dot Studios,  Threepipe Reply, Two Circles and The Fan Experience Company.