When the Board of Directors at the Federation of International Lacrosse made the decision to make a run at being an Olympic sport, they knew that a new name and brand foundation was necessary.

When they began their search for an agency that knew their space they turned to Adrenalin. With over 20 years of working with National Governing Bodies (including USA Weightlifting, USA Climbing, USA Water Polo, USA Volleyball, USA Bobsled, USA Boxing and USA Wrestling to name a few). The team at Adrenalin walked the organization through an entire rebrand that started with gathering key dimensions from subject mater experts and ended with a brand story that was supported by a new logo, slogan and graphics packaged—all wrapped up in a Brand Style Guide that will serve as the operators manual for years to come.


The new brand was launched at the 2019 Sport Accord in Australia and received an overwhelming response from key constituents in the sports world.

"The design and launch of a new brand is one of the most important, and challenging, priorities an organization can address. Working with Dan Price and his outstanding team at Adrenalin, we had the right partner to guide us through this critical process. It wasn't always easy. Adrenalin pushed us. They challenged us to think differently and embrace new ideas. In the end, we couldn't be more proud of our new brand -- the messaging framework, the identity system and, of course, our new name. Every step of the way, Adrenalin guided our process and helped design and deliver a brand that reflects the energy, excitement and ambition of our sport. We couldn't be more pleased and appreciative of the expertise Adrenalin brought to this process."
- Darryl Seibel | Chief Brand and Communications Officer | World Lacrosse