01 — Problem
The Challenge
A competitive lacrosse brand needed a visual identity that captured the explosive energy and grit of the sport — something that felt authentic to athletes, not sanitized for a mass market.
02 — Process
My Approach
Directed the full visual language: dramatic action photography, high-contrast color palette, typographic hierarchy built for impact at scale. Worked with photographers on shot composition to create a consistent brand aesthetic across digital and print.
03 — Outcome
Results
Brand identity deployed across team merchandise, digital platforms, and recruiting materials. Engagement with team social channels increased 3× within the first season.
Tools & Technology
Adobe IllustratorPhotoshopFigmaAfter Effects
Next Project
Onlife Health
Health Platform — Blue Cross Blue Shield