As part of the creative design team at Rawlings, we are responsible for several companies and Gait Lacrosse was one of those companies. We were presented with an opportunity to update the overall brand look. We met as team and covered all of the basics for what we thought the over arching campaign should be and should look like. We all agreed that it should have an aggressive style and focus on the top legendary players that used our equipment. After the meeting with the ideas and concepts in hand, we set off to design our own rendition of the brand’s look.
I know these lacrosse players are quite passionate about the game and truly play hard. I also know lacrosse is one of the fastest growing sports in the industry, which also means the majority of the players are young. These athletes are actively living in a world of digital entertainment, so that is where I the inspiration came from, video games and movies. So I took the approach of glorying the player’s strength and attitude, similar to how video games and movies present the hero.
The image is representative of the intense level of play, while the ice element is representative of the product we were wanting to sell, the Ice® shaft. The overarching tag line for this particular campaign was going to be “Fight Fire with Ice.”