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Brownstein Group

Philadelphia, Pennsylvania

Client: National Lacrosse League

The National Lacrosse League (NLL) came to the Brownstein Group and wanted to take the niche sport of lacrosse and put it in front of a mainstream audience. Challenge accepted.


Bringing The Pros To Life


To position the NLL in a truly distinctive way, we conducted countless interviews, robust surveys, and in-depth focus groups to find that people were looking for authenticity, non-stop sensory overload, and world-class entertainment.


From there, the brand platform “The Uncompromised Sport” was born.


Logo Design


We began our work on the NLL logo with an exhaustive audit to ensure it would be truly distinctive. Each line, color, and symbol in the new mark expresses the unique elements of the League.


A flexible color palette gives all teams the chance to customize it to their own team colors, a shield represents the warrior spirit, and the modern interpretation of a star combines both the arrows of the original four teams and a Native American morning star.


The resulting design received positive feedback from Sports Illustrated and the Sports Business Journal.


Where We Stand


Founded at the height of the Creative Revolution, Brownstein Group is the longest-running independent marketing communications agency in Philadelphia.


Over the past five decades, our campaigns have run nationally, and the results have been felt far and wide. We’re living proof that you can take the agency out of Philly, but you can’t take the Philly out of us. The guts, the attitude, the drive—it all runs deep.


215. It isn’t just our address, it isn’t just our area code. It’s the code we live by.

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