Continuing a legacy. Rekindling a brand.

The Canadian Lacrosse Association was founded in 1867 as the governing body of lacrosse in Canada, it has long promoted opportunities to experience fitness, fun and friendship in the fastest game on two feet.

The CLA approach THEY in the spring of 2020 for a rebrand, upon initial review, it was clear that the organization required a new identity that would be instantly identifiable as the sport of Lacrosse in Canada, that would help to unify the organization with the National Teams, would connect with a younger demographic and would pay homage to the sports heritage and indigenous roots in Canada.

Enter Lacrosse Canada: the new brand emblem unifies the sport of lacrosse in Canada by better aligning the governing body, national teams, and national championships under a single identity. It was important to honour the indigenous roots of the sport in Canada. The feathers on the shaft pay homage to its founders and the connection between the owner & creator.

The goal was to create a stronger brand identity and use it as an opportunity to relaunch the sport of lacrosse in Canada. The new brand ensures it’s extendibility across all brand touch-points and communication channels including branded merchandise.

To assist in introducing the new brand and emblem to the world, we created a microsite dedicated to the history of Lacrosse Canada and the importance of their new identity.