Since its inception, the PLL has been a touring league. But in 2024, the decision was made to shift to home cities to increase fan passion.
I spearheaded the development eight new brand identities based on the final team/city pairings, while also managing the season-long Homecoming brand campaign, “Home is where it begins.”
The Reveal
After numerous teases and over 100k fan votes, the eight team locations and logo packages were released in November of 2024.
The Jerseys
Jerseys were released the week before season, resulting in the biggest ever sales day in league history.
The Season Teaser
Leveraging childhood photos submitted by league players paired with broadcast and presser audio - we aimed to connect all lacrosse players to the place where it began for them: home.
The Playoff Finale
Bringing the season long campaign to a fitting end, we released the counterpart to “This is where it begins.” A spot meant to juxtapose the highs and lows of competitive sports. “Where legends are made.”