Winnipeg-based creative agency helped turn a vision for professional women's soccer into the Northern Super League's first expansion team, building its brand and generating national excitement ahead of its inaugural 2027 season.
WINNIPEG, MB — November 06, 2026 — UpHouse, Winnipeg-based marketing, PR and creative agency, has worked alongside Canadian soccer icon Desiree Scott and accomplished soccer coach Rob Gale to bring their vision for Winnipeg's first professional women's soccer club to life.
From helping shape the pitch that supported the Northern Super League's (NSL) first expansion team to developing the club's brand and building excitement in Manitoba, UpHouse has helped at every stage.
A Brand Built for the Underdog City
Before the team's name, crest or story, there was a vision: create a professional women's soccer club that felt unmistakably Winnipeg.
Through collaborative brand workshops, strategy sessions and creative development, UpHouse helped Scott and Gale turn that vision into a compelling brand story and creative direction for their expansion pitch. In July 2026, Winnipeg was officially awarded the league's seventh franchise and its first expansion team.
Working alongside the club's leadership and creative partners, UpHouse continued shaping the strategy and storytelling behind Winnipeg Ember FC's official identity.
Inspired by Manitoba's prairie skies, the name Ember captures the energy and determination of a city that doesn't back down. The crest features the Sundog, based on the deeply prairie occurrence of loyal sundogs that flank the sun on the days that test us most Alongside a bold palette of pinks, purples, golden yellow and deep midnight tones that feature heavily in our prairie skies, the team is unmistakably initiating a bold presence in the league.
"Winnipeg has always had this incredible underdog energy. We're a city that dreams big, shows up for each other and we often work harder for everything we get," said Brenlee Coates, VP, Creative at UpHouse. "We wanted to help create a brand that felt like it belonged to Winnipeg while standing confidently on a national stage. Seeing that vision come to life as Winnipeg Ember FC has been an incredible experience for our team."
Building a Lasting Impression
When the NSL announced Winnipeg as its first expansion city on July 14, UpHouse faced a unique challenge: build excitement for a team that didn't have an official name, colours or players on the pitch yet.
The goal was to make the moment impossible to miss.
UpHouse developed a temporary visual identity and launch campaign featuring bold creative, limited-edition merchandise, community activations and a high-energy announcement video starring four-time Olympian Desiree Scott.
UpHouse also led media relations, coordinated interviews and helped bring the brand reveal to life through a community celebration at The Forks. The July expansion announcement generated:
- 226 media mentions in four days
- 161.7 million estimated media impressions, including national coverage through CBC and TSN
- More than 242,000 views of the announcement video
Between July and October, the club also generated 1.5 million Instagram views, reached 247,000 accounts and grew to more than 5,100 followers.
UpHouse continued building momentum through the club's stadium announcement and appointment of Club President Dayna Spiring, turning each milestone into another opportunity to connect with fans.
"One of the most exciting parts of this project has been getting people invested in a team before they've even played their first game," said Sade Ogungbemi, Marketing Director, UpHouse. "By bringing PR, marketing, social and creative together, we've turned each announcement into a moment worth celebrating. From national media coverage to growing social engagement, the results show just how ready Winnipeg is to embrace professional women's soccer."
For UpHouse, the partnership represents the kind of work the agency loves most: bringing big ideas to meaningful moments of brand influence. We're excited to share in the excitement from our partner seats for the 2027 season.
As Winnipeg Ember FC prepares for its inaugural season, UpHouse will continue supporting the club's marketing, public relations and creative efforts as they build up their in-house team helping turn early excitement into a lasting community of fans.
About Winnipeg Ember FC
Winnipeg Ember FC is Manitoba's first professional women's soccer club and the seventh franchise in the Northern Super League (NSL), set to begin playing in 2027. Co-founded by Desiree Scott and Rob Gale, the club is committed to creating opportunities for women and girls in sport while building a team that reflects Manitoba's energy, pride and community spirit.
Learn more at emberfc.ca.
