From misunderstood sport to transformational league
Challenge
As one of the newest professional sports leagues, PLL needed a complete brand foundation matching their disruptive tour-based model and player-owned approach. The strategy drew inspiration from gaming culture, youth movements, and sports heritage to create modern prestige, appealing to both traditional lacrosse fans and new audiences. Comprehensive brand development included league identity, team names, individual team identities, and brand guidelines with flexible architecture working across teams, digital platforms, and merchandise.
Deliverables
From misunderstood sport to transformational league
Challenge
As one of the newest professional sports leagues, PLL needed a complete brand foundation matching their disruptive tour-based model and player-owned approach. The strategy drew inspiration from gaming culture, youth movements, and sports heritage to create modern prestige, appealing to both traditional lacrosse fans and new audiences. Comprehensive brand development included league identity, team names, individual team identities, and brand guidelines with flexible architecture working across teams, digital platforms, and merchandise.
Deliverables
Challenge
As one of the newest professional sports leagues, PLL needed a complete brand foundation matching their disruptive tour-based model and player-owned approach. The strategy drew inspiration from gaming culture, youth movements, and sports heritage to create modern prestige, appealing to both traditional lacrosse fans and new audiences. Comprehensive brand development included league identity, team names, individual team identities, and brand guidelines with flexible architecture working across teams, digital platforms, and merchandise.
Deliverables
Traditional sports branding conventions don't work for disruptive leagues—gaming culture and youth aesthetics could create modern prestige.
Traditional sports branding conventions don't work for disruptive leagues—gaming culture and youth aesthetics could create modern prestige.
Traditional sports branding conventions don't work for disruptive leagues—gaming culture and youth aesthetics could create modern prestige.
"We have been delighted with the results - the work being foundational to the build of our league - and would highly recommend to any prospective clients."
— Mike Rabil CEO, Co-Founder, PLL
"We have been delighted with the results - the work being foundational to the build of our league - and would highly recommend to any prospective clients."
— Mike Rabil CEO, Co-Founder, PLL
"We have been delighted with the results - the work being foundational to the build of our league - and would highly recommend to any prospective clients."
— Mike Rabil CEO, Co-Founder, PLL
