Logo & Visual Identity
LWL Coaching
A logo, brand identity and website for a youth basketball coaching business in Montréal.
- Role
- Art Director
- Studio
- Freelance
- Year
- 2023
- Tools
- Adobe Illustrator
Adobe XD
Squarespace
Canva
The challenge
Coach Llewellyn needed a brand for LWL Coaching, named after his own initials. It had to feel energetic and sporty, work on everything from business cards to merchandise, and be easy for him to keep using on his own.
The approach
Logo
After exploring several concepts, I noticed that inverting the letters made them look like the lines on a basketball. A slightly rounded, uppercase sans serif gives it a sporty feel, and the brand colours come from the ball itself. A dotted line, representing the ball’s path, adds movement and helps divide content or guide the eye.
Collateral
Business cards and letterhead, plus print-ready files for embroidered caps, T-shirts and keychains.
Website & email
A simple Squarespace landing page that stays reliable on every screen size, with matching email newsletter templates built in Canva for the client.
Social media
The client wanted to start a social account but didn’t know what to post. After researching other coaches and competitors, I designed three templates (game announcements, MVP of the week and text-only quotes) and built them in Canva.
The outcome
LWL Coaching got a complete brand system and Canva templates it can keep using on its own, without needing a designer for every post.
Logo exploration
The final design
