branding / packaging / concepting / social / video / user-generated content
As the biggest name in the game, STX is a global sports equipment manufacturer based in Baltimore, Maryland, USA, The company specializes in producing equipment for lacrosse, field hockey, and ice hockey for men and women. In the sports industry with athletes, trends, and winners constantly changing, STX kept us on our toes. From working through a full brand refresh, social overhaul, and fresh concepts and campaigns for product launches, we helped STX promote their product and brand on and off the field.
Cell VI Launch Campaign
High school athletes were our focus. After STX expressed hearing numerous complaints about pads being too thick, bulky, and distracting, we knew something had to change. Athletes deserve gear that enhances their play, not hinders it. We redefined chest protection with the Cell VI series campaign, incorporating geometric and futuristic green meshes to draw attention to new features. Our campaign tagline, "The Next Generation of Protection," reflects our commitment to modern, cutting-edge design while keeping the overall look clean and unobtrusive. With STX using advanced materials like D3O and CURV, we chose a neon green over their branded black to emphasize this future focus. The low-profile design compliments the customizable fit and nuances of the product to help athletes stay concentrated on their game.
Apparel, Packaging, and Custom Decals
STX aims to extend their brand presence by offering off-field apparel that their consumers will want to wear, aiming for a timeless and evergreen appeal. They wanted to create gender-neutral clothing that appeals to a diverse age group, from 14 to 21 and beyond. These items should feel cool and elevated, making them desirable for athletes and retail staff alike.
To accomplish this, we explored STX’s extensive archives, spanning over 80 years of lacrosse history. We found inspiration in vintage sketches, old magazine advertisements, and iconic lacrosse matches and locations. This deep dive into STX’s heritage enabled us to design apparel that is both timeless and stylish, meeting the brand’s objectives.
Premier Lacrosse League Competition Helmet Decals
STX tasked us with designing a helmet decal set for the 2024 PLL High School Invitational Combine, targeting middle and high school players, with a tight timeline. The event brings together top high school lacrosse players and coaches to evaluate athleticism and skill. The decals needed to enhance the helmets and excite fans, with recognition from both the PLL and STX for top-performing athletes.
I used STX brand colors plus the yellow of PLL competition, creating patterns that mimic the quick turns and maneuvers of a lacrosse player. The idea was to create a communal blur of color and motion on the field across the teams. The designs evoke energy and passion of chasing greatness, offering a bold, recognizable look that participants will remember.
