England Lacrosse – Aspire
A positive brand identity for England’s aspiring athletes
Challenge
England Lacrosse was about to welcome a new intake into its national athlete development programme—just as Lacrosse was confirmed for the LA 2028 Olympics. With excitement and expectations growing fast, the team needed a fresh identity that could inspire the next generation of players and communicate clearly to everyone involved, from schools and clubs to parents.
Idea
We created a bold, energetic sub-brand that could sit confidently under the England Lacrosse umbrella. At its heart was a name designed to motivate: Aspire. It’s punchy, upward-looking, and speaks to potential. Visually, we paired gold accents with strong typography, layered photography and bespoke icons. The tone hits the sweet spot between youth appeal and elite ambition—serious sport, but seriously exciting.
Outcome
The Aspire brand feels both fresh and credible. It connects with young players while reinforcing England Lacrosse’s position as a launchpad for international athletes—and now, Olympians. We wrapped everything into a detailed brand guide so their internal team could roll it out consistently across materials and touchpoints.
The current England Lacrosse colour scheme is mostly shades of red, complemented with accents of blue, white, and gold taken from their logo. We decided to reserve red for the master brand and distinguish the Aspire programme with gold and blue primary colours. It’s a subtle, but effective, difference, helping Aspire programme materials to stand out against any general England Lacrosse marketing.
England Lacrosse already use a simple, sans-serif font on their website but were using a range of other typefaces across their various materials. To provide consistency we confirmed the use of Proxima Nova for all branded materials and selected contrasting condensed and wide typefaces that can be used together for bold, energetic messaging.
We created a range of inspiring supporting messages for the programme, then commissioned lettering artist Oli Frape to turn them into attention-grabbing illustrations. The phrases themselves elevate the key messages of Aspire, speak to the goals of potential athletes, and excite audiences about the programme. Illustrated, they’re unmissable — and lend a fresh, energetic feel to the brand.
Lastly, we selected a suite of icons that can be shown in outline and fill versions depending on their background, size and use. Altogether, the name, messaging, and visual brand are both prestigious and youthful. Just what England Lacrosse needs for their aspiring gold medallists.
