Cleveland Sirens

The WNBA is back in Cleveland. And it’s here to make some noise.

After a 20-year absence, Supper partnered with the Cleveland Cavaliers and Rock Entertainment Group to create a new identity for women’s basketball in Cleveland, from naming and brand voice to identity and activation.

The Cleveland Rockers still had plenty of equity. Bringing them back would have been the obvious move. Our research with 10,000+ fans told us to look ahead instead. Lake Erie became the unlikely starting point for a new story, and a new name.

Enter the Siren. Mythological, magnetic, and a little dangerous. We built the identity around her call, using fluid forms, sound-inspired details, and a global-first system that deliberately moves beyond the sports roundel.

The result is a brand with deep Cleveland roots and enough attitude to stand out anywhere. And the launch numbers backed it up, outpacing every recent WNBA expansion launch across audience, publicity, fan acquisition, and social engagement.