East Side Lacrosse

Training facility branding

Overview

Background

Be a savage in practice so that games are easy.

The motivational rallying cry of the 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.

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.