Minnesota Axe
Scope of work
Research | Logo Design | Brand Identity | Social Media Design | Copywriting | Naming | Art Direction
This project centers on developing a brand identity for the Primer Lacrosse League (PLL) expansion team designed to give the Midwest region a team to rally behind. The objective was to create a bold, energetic identity that reflects the culture of the state while building stronger connections with emerging lacrosse communities and new fans. Targeting youth players, families, and young adult sports audiences, the branding system extends across uniforms, merchandise, and promotional materials to establish a strong, recognizable presence. The result is a dynamic team identity that strengthens fan loyalty and supports the continued growth of professional lacrosse.-
The PLL lacks geographically rooted teams, leaving many passionate lacrosse communities without a local identity to support. This creates a gap, especially in emerging markets where interest in the sport is growing but not yet anchored to a professional presence.
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There is currently no PLL team representing the Midwest, despite the region’s growing lacrosse participation and strong sports culture. The league already stops in Minnesota during the season, proving there is an existing and engaged audience in the market. This combination demonstrated interest without permanent representation reveals a clear opportunity to establish a team that reflects regional identity, resilience, and pride.
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The solution was to develop a bold, high-energy brand identity for a Minnesota-based PLL expansion team that embodies strength, grit, and regional pride. By creating a cohesive system across uniforms, merchandise, and promotional materials, the brand establishes an immediate emotional connection with local fans while inviting new audiences into the sport. This approach positions the team as both a cultural symbol and a catalyst for growing lacrosse in the midwest.
Ad Campaign
Earn your Axe
The “Earn Your Axe” campaign introduces Minnesota’s new PLL expansion team by turning fans into participants, not spectators. Through an interactive wall-ball billboard and supporting launch work, it invites people to engage with the game as part of the team’s foundation. The goal is to build early connection, grow local pride, and let fans feel like they’re helping shape the team from day one.
