Ahead of the Women’s Basketball World Cup in Berlin this fall, Munich-based UnitedSenses designed a brand identity for the event that captures the German capital’s street-art vibe while translating the German national colors into a bold, artistic language. Drawing on Berlin’s renowned sub-culture and its reputation as a metropolis that loves to party, the identity meets at the intersection of street art and sport. 

At its center sits a hand-drawn tagline/hashtag combo: #WeOwnTheGame. Like street artists tagging their territory, the hashtag claims ownership of both the court and the game. Splashes of orange, yellow, red and black, paired with raw-brush typography and charcoal-inspired portraits of the artists in motion give the brand identity a distinctive voice across every touchpoint. 

“With this identity, we wanted to capture the spirit of women’s basketball and the soul of Berlin in the same frame,” said Markus Schmidt, founder and creative director of UnitedSenses, in a statement. “#WeOwnTheGame is more than a hashtag, it’s a statement.” 

UnitedSenses evolved the identity into a 360-degree brand system that lives across television motion graphics, live events, social media, the event’s website, posters, activations, merch, venues and courts. 

UnitedSenses even delivered a new mascot for the event, Bearlina, whose head and colors are inspired by a basketball while her name is inspired by the event’s host city. Bearlina

UnitedSenses debuted the event’s new identity at the FIBA Women’s Basketball World Cup 2026 Official Draw, staged at Berlin’s Kraftwerk venue in April. The FIBA Women’s Basketball World Cup will feature teams from Australia, Belgium, China, Czech Republic, France, Germany, Hungary, Italy, Japan, Korea, Mali, Nigeria, Puerto Rico, Spain, Turkey and the United States. The tournament takes place September 4-13 in Berlin.