As the Creative Lead for the Development Player League’s HighlightHER campaign, I helped shape the league’s first national event series dedicated to putting the female athlete in the spotlight. Launching across the 2025–26 season, HighlightHER goes beyond tournaments to deliver a bold, modern, and emotionally charged brand experience—one that connects players, families, and fans through powerful storytelling. Each event in the six-city series carries its own distinct creative identity, supported by a full marketing ecosystem: pre-event hype, live coverage, and post-event storytelling across digital, social, and livestream platforms. Working closely with our internal marketing, design, and content teams, we built a campaign that amplifies HER game, HER goals, HER greatness—transforming visibility into empowerment and community engagement at scale.