Challenge

After a successful debut season, England Lacrosse wanted to take The Fly — its high-speed national league — to the next level. The next step? Giving each of its four teams a brand of their own. Something fans could rally behind. Something players could wear with pride. The identities had to feel distinct, but still belong to the same action-packed world.

Idea

We created team brands rooted in personality. Working closely with England Lacrosse, we explored the traits, playing styles, and energy behind each squad. Then we crafted a unique story and voice for every team. Distinct narratives that shaped the visual direction. The result? Four fresh identities with attitude, movement, and meaning. Not just colours and logos, but brands players could step into.

Outcome

Each team now has its own bold look and feel:

• Forge is defiant and gritty, with a photocopy-style aesthetic and an anvil in the logo.

• Rise beams optimism in warm yellows and soft gradients.

• Hustle lives up to its name with split typography and dynamic motion graphics.

• Swift is light, fluid, and sky-inspired. Fast, graceful, unmissable.

Together, they bring energy to the league without losing the core Fly identity. Four teams, four personalities, one standout league.

Sector
Sport / Team Branding

Services
Naming
Visual Identity
Verbal Identity
Brand Launch
Social Media Graphics
Jersey Design

Collaborators
Naming and copywriting: Yarn
Logo stings: Fee Sheal
Match photography: Adam Scott