ABOUT

England Lacrosse’s athlete development programme is the only one of its kind in the country. With changes to the programme structure and a new intake about to join, they needed help to explain and sell everything the programme has to offer. And just as we began the project, things got seriously exciting: Sixes Lacrosse was confirmed for the 2028 Olympics. So the stakes couldn’t have been higher.

Thinking

We were briefed to create a new name, tone of voice and visual identity. Our work had to be an extension of the England Lacrosse brand that felt fresh and exciting. And it needed to connect with a range of audiences from players to parents, clubs and schools.

The branding would need to balance fun, youthful and aspirational cues with serious undertones. Because at the end of the day, this is a prestigious programme known for training elite international players. And having joined the roster for LA 2028, England Lacrosse wasn’t just looking for brilliant athletes. Now, they were seeking future Olympians.

Outcome

Before we could get started on anything visual, we needed an inspiring name. It had to sit alongside the higher tier ‘Performance’ programme and hook prospective players (along with their parents, clubs, or schools). So we worked with Yarn to explore a number of descriptive options, eventually agreeing on ‘Aspire’. It’s active, punchy, and positive, with a powerful feeling of upward momentum.

The name set the theme for the visual identity. Building on the existing England Lacrosse branding, we introduced a gold-based colour palette, bespoke icons and bold typography that interacts with player photography. We topped that off with typographic illustrations by Oli Frape, which bring the inspirational messaging to life. Then we collated everything in a handy guideline document for the internal design team.