Lacrosse training facility branding proposal

Overview

Background

Be a savage in practice so that games are easy.

The motivational rallying cry of Darren Murray, head coach and owner of East Side Lacrosse, a new training facility for boys and young men located on the east side of Montgomery County, Maryland.

Darren's coaching style is unconventional, fast-paced, and competitive, and his unique drills set the bar very high for training facilities. He wishes to position East Side Lacrosse as the go-to facility for intense, paradigm-shifting training and education.

A passionate and experienced player himself, Coach Murray firmly believes that lacrosse should be accessible to people from all backgrounds and cultures. While he hopes to imbue a sense of pride and honor in players from East Side who train with him, he also wants to extend this inclusive spirit and sense of belonging to anyone, anywhere, wishing to perfect their game.

Target Audience

Boys and young men, age 12-20.

Tone

Bold, confident, masculine, energetic, inspirational.

Concept Rationale

Directional. Moving forward. Looking ahead. A compass provides reassuring guidance and steadfast reliability.

While the mascot's needle pointing due East directly references the facility's geographical location, the compass itself is a metaphor for progression; advancement. It symbolizes enlightenment or finding one's way.

One goal of team-based sports is to tap into the inner strength and ability of the individual for the betterment of the team — and, in turn, validating each player's worth.

As the compass guides the traveler to destiny, so too, will East Side Lacrosse guide players to victory.

Inspiration

Logo development process

Music: “Digital Divine (Toksin's Aftershock Remix)” by Toksin
© BijouBeats, 2006. All rights reserved.

Copyright Disclaimer:
Under Section 107 of the Copyright Act 1976, allowance is made for "fair use" for purposes such as criticism, comment, news reporting, teaching, scholarship, and research. Fair use is a use permitted by copyright statute that might otherwise be infringing. Non-profit, educational or personal use tips the balance in favor of fair use.

Sketches