Rock League
Curling Unleashed
Rock League launched in April 2026 as the world’s first professional curling league.
Building the league
Launching a new professional sports league from scratch means building everything at once and making it all feel like it instantly belongs. When I was at Cooper, Levy & Partners, Rock League came to us as an ambitious concept, a curling league designed to compete culturally at the level of any major sport. We worked across naming, identity, team brands, in-venue experience, broadcast graphics, and merchandise. The following elements represent a sampling of what we built to bring the league to life.
RESULTS
32.4M social impressions in the debut season
10.1M video views across Rock League social
1.13M Canadians watched on CBC (690K for Sunday’s finals)
39 Olympians on the roster, from 12 countries
Streamed on ESPN+ in the U.S. and CBC in Canada. Team merchandise is setting early sales records, and the league has since raised a $25M Series A.
Six founding teams
In addition to creating the Rock League brand, we designed identities for each of the six founding teams. Every icon is rooted in something culturally specific to its region: an animal, a symbol, an idea that belongs there.
From street to arena
The brand had to work at every scale, from a flag on a light pole to a full arena wrap. We designed the complete in-venue and out-of-home collateral system so that walking toward a Rock League event is exciting before you're even inside.