Cascade Maverik Campaigns
Working alongside Cascade Maverik & Bauer Hockey, I created some freelance test work for two previous lacrosse stick products that were released. Two full briefs were given, and I got to work!
The Design Process
Softwares used: Adobe Illustator, Adobe. Photoshop, Figma
Project hours: ~15 hours total
Initial Discussions / Brief
Directions/Moodboards
Branding
Concepts
Final Work
Initial Discussions & Brief
When first meeting, I was supplied with two completed briefs consisting of project requirements and goals, as well as any assets needed.
The core idea was two product launch campaigns, one for Ascent+ (an elite women’s lacrosse stick, geared towards a demographic of women aged 16-22) and Havok2 (a men’s defensive stick, with a target demographic of both parents and their sons.)
Brief Notes:
ASCENT+
The Elite Player
16-22 YEAR OLD FEMALES
PERFORMANCE CONSUMER
LOOKING FOR A COMPETITIVE
EDGE
Product Notes:
For control on the move, high powered
shots, and accurate passes.
Enhanced stiffness and new scoop
geometry for ground balls
Tagline:
It’s you, plus _____.
Example: Control, power, swagger
Target Demographic:
HAVOK2
The Parent & Son
40-50 YRS OLD
PURCHASE POWER
CARES ABOUT SAFETY
CARES ABOUT KID’S HAPPINESS
DOES THEIR RESEARCH
WANTS SON TO LOOK COOL
Product Notes:
For precision checking, accuracy in
transition, control through contact,
& ground ball possession.
Tagline:
Disrupt the game
Target Demographic:
Directions & Moodboard
After the initial discussions, I really wanted to nail down a few different directions while taking into account overall project goals and target demographics.
Ascent+ Directions
Moodboard Decision
I ultimately decided to move forward with the elite vibrance direction for Ascent+, as I really felt females in lacrosse deserve that tough look, while at the same time exemplifying elegance and agility on the field. I also felt that although we are always looking to reach the peak of our game, the ascend to the top direction was a bit too literal.
Havok2 Directions
Moodboard Decision
For Havok2, I decided to go the route of digital destruction. With the idea of disrupting the game coming up throughout the brief, I felt the destructive and glitchy look really suited the overall goal of the brief. I also wanted these graphics to exude speed and a sense of control through the chaos.
Directions & Moodboard
After deciding on a direction for each product, I got to work on the logo concepts.
Ascent+ Notes
I knew I wanted a type logo that felt bright, clean, elevated, and precise.
Selected a serif font as a way to depict a feeling a trust, respect, and strength in the space of lacrosse,
Although a serif font, the unique curvy nature of certain aspects such as the bar or line of the ‘E’ adds a dynamic and flow-like feel.
Ultimately, elegant but powerful was the goal here.
Havok2 Notes
Really wanted a disruptive and glitchy look, while emitting a sense of warping through time.
Utilized chromatic aberration which plays a cool trick on the eyes and further pushes the disruption to the eyes.
Italicized and sporty font allows for a feeling of speed and control through the disruption.
Campaign Concepts
After deciding on a direction for each product, I started to brainstorm looks and feels for each graphic, taking into account textures, patterns, colors, text treatment, hierarchy, CTA’s, and more.
As you’ll see, many of the finals look different from the very early concepts. Although these were possible directions, I felt both did not ultimately fit every goal and keyword set out by myself in the moodboards.
Final Work
Following the ask of creating an advertisement, event graphic, and ecommerce graphic, I decided to create:
2 paid media advertisements for Facebook or Twitter, a story post graphic for Instagram, an event concept and announcement graphic, and a website landing page for the product release.
Ascent+
Final Notes
Vibrant, bright, elegant, and tough.
Really send a message that the females are warriors of the game, while being able to finesse elegantly down the field with speed and control.
Maverik partnered female players featured.
Ascent+ sticks added into players hands.
Toughness and grittiness comes from the females themselves, and the use of gritty textures and patterns
The vibrant colors, uses of off-whites, and the serif font choice adds the feeling of elegance.
Event Idea & Explanation
A chance for the elite to test their skills with an accuracy shooting competition!
Gives a chance for fans to try new technology in the stick, challenge friends, and win some prizes!
Players must hit as many shots as they can in 20 seconds with the Ascent+ after having a few warmup shots. Most shots made, wins!
Prizes include a swag bag of merch and a raffle for an Ascent+ stick.
Havok2
Final Notes
Really leaning into that chromatic aberration, which very simply put, is a color distortion that helps to play a glitchy effect on the eyes .
Player faces stay unaffected, showing they are always in control amist the chaos they create.
Any Cascade / Maverik logos unaffected as well to ensure brand recognizability.
Dark blue picked to demonstrate a sense of passion, trustworthiness, and power.
Sleek for the parents, cool for the kids.
Event Idea & Explanation
Pro Q&A featuring at least two current or past pro lacrosse players. In this case, I used Paul Rabil and Rob Pannell as the examples.
Parents, children, and young adults can ask any questions in a unique face-to-face with the pros!
After the Q&A, players and parents of all ages can have a chance to try some shots with the Havoc2, and test some deadly accurate stick checks on a mannequin dummy.
This will get fans to the booth, and get the product in their hands.
