top of page



USA Lacrosse


Brand Strategist & Copywriter



Shared Goals. One Future.

USA Lacrosse (USAL) is the governing body for the sport in the United States. 

We analyzed hundreds of member surveys and led a customized brand workshop with their communications team. Then, we re-positioned USAL as an organization that unites players, coaches, officials, parents, and program leaders—not just a regulatory body. Their brand anthem celebrates lacrosse as a lifelong path and reinforces the idea that USAL is there every step of the way. Real talk: I've still never actually attended a lacrosse game in person.

Brand Identity: Caitlin Turner; Video Production: Michael Farina; Videographer: Jason Johnson

Brand Strategy, Messaging Platform, Campaign Video, Web


As the sport grows, US Lacrosse is the compass.



To convey the benefits of membership and inspire collective pride among all lacrosse players, coaches, refs, program leaders, and parents in the U.S.


Multiple audiences, and a limited perception about what USAL provides for the national lacrosse community.


We surveyed internal stakeholders as well as players, coaches, refs, parents, and U.S. National Team members to understand their needs, desires, and overall USAL brand perception.


We repositioned USAL as not just a regulatory body but as an organization that unites a nation of players and advocates. We refreshed their logo and visual identity to feel modern and exciting and developed a messaging platform and brand voice that gave their brand marketing team guidance on connecting with individual audiences.

bottom of page