Yuba-Sutter Freebirds

The Yuba-Sutter region is an area brimming with unique character, history and spirit — a place where community pride, independent thinking and a love of baseball have long intersected.

Nestled within California’s Sacramento Valley near the confluence of the Feather and Yuba Rivers, the region has long carried a strong sense of identity shaped by agriculture, resilience and generations of local tradition.

Baseball has deep roots in Yuba-Sutter.

It dates back to the 1870s with clubs like the Marysville Intrepids and continuing through generations of local teams including the Marysville Giants, the Yuba-Sutter Gold Sox and, most recently, the High Wheelers. Originally built in 1937, Bryant Field has historically served as both the home of baseball in the region and a longstanding gathering place for the community — remaining central to Yuba-Sutter’s culture and enduring love of the game.

The word Freebirds in bold, cursive blue letters on a light blue background, with an orange feather at the center, suggesting movement.
A circular logo with FREEBIRDS BASEBALL in white text around a stylized orange and white letter F on a black background, with teal and orange accent rings.
A smiling baseball player in a colorful orange, teal, and yellow uniform is seen between teammates, with sunlight shining in the background during a game.
A folded black sweatshirt with YUBA-SUTTER Freebirds printed in bold white script on the front, displayed on a light yellow background.
A folded yellow T-shirt featuring a bold, stylized letter F in white, black, and orange, with the text Yuba Sutter Baseball curved below the design, placed on a light blue background.
A folded blue t-shirt with the word “Freebirds” in bold, retro-style yellow and black script, accompanied by an orange feather graphic on the lower right. The background is solid orange.

Here’s the story.

The Yuba-Sutter High Wheelers, a minor league baseball, sought a full rebrand to establish a stronger, more authentic and meaningful identity rooted in the character of the Yuba-Sutter region.

Working closely with the team’s owner/operator Innovation Baseball Partners (IBP), Project 13 developed the Freebirds brand around joy, freedom, creativity and community, embracing the team’s belief that baseball should feel welcoming, affordable and “wildly” entertaining.

“They said chickens can’t fly. We said, “Hold my Gatorade!”.

The identity works to balance pride in the region’s rich baseball legacy and heritage with a lighthearted defiance of convention, inviting fans into a version of the team that feels playful, inclusive and deeply connected to everyday moments of joy. The result is a new, energetic and emotionally resonant brand for the franchise – one designed to strengthen community connection while creating a memorable and engaging experiences both on and off the field.

Crafted to feel timeless yet unconventional, the primary wordmark utilizes custom lettering inspired by classic baseball typography while introducing subtle irregularities and movement that reinforce the team’s playful spirit. The retained use of gold within the palette serves as a nod to the legacy of the Yuba-Sutter Gold Sox and the broader Gold Rush history deeply tied to the Yuba region.

The Freebirds identity positions the franchise as more than a baseball team, establishing it as a celebration of joy-filled family entertainment, regional pride and the independent spirit of Yuba-Sutter.

Rooted in history but always looking skyward, the brand creates a distinctly modern baseball experience that feels authentic, welcoming and unmistakably local.

As part of the Pioneer League, the Freebirds brand reflects the inventive and resilient spirit shared by both the league and the Yuba-Sutter community itself — welcoming, scrappy and unafraid to have a little fun. The result is a brand built not only to entertain fans, but to create lasting connections both within Bryant Field and throughout the region.

A baseball player in a colorful Freebirds uniform runs excitedly. Displayed are the team’s home jersey in teal, orange, and white, with matching cap, and close-up views of the jersey front and back with the number 13.
A baseball player in a colorful Freebirds jersey prepares to bat, gripping the bat and wearing a helmet. The background shows spectators in the stands and a blurred baseball field.
A baseball player wearing a turquoise Freebirds jersey and cap with reflective sunglasses stands with hands on hips, near a dugout.
Two baseball players in colorful uniforms stand on a sunny field, smiling at the camera. One holds an orange glove and makes a peace sign, while the other gives a thumbs up. Both wear hats and white pants with orange stripes.

Willy the Wild Chicken

At the center of the identity is Willy the Wild Chicken –  an energetic, slightly chaotic and endlessly optimistic mascot inspired by the region’s local wild chickens and personality.

Although chickens are known to be flightless birds, Willy dreams big – reflecting the region’s “little guy/big dream” mentality while drawing subtle inspiration from nearby Beale Air Force Base and Yuba-Sutter’s aviation history.

Illustrated our friend Dermot Reddan (known for creating vector artwork, streetwear graphics and quirky character mascots for the action sports and fashion industries) Willy is defined by loose feathers, vintage flight goggles, constant motion and expressive poses and more. The character embodies the scrappy, mischievous and optimistic spirit of the region and is often accompanied by his two small companions known as the “Peeps” (Yuba & Sutter!) – a playful, baseball-loving and family-friendly extension of the team’s personality.

“Sometimes taking a big swing means breaking the ‘rules’ of baseball”
– Harrison Shapiro, General Manager

Team photography provided by InMotionMedia