LWL Coaching

Software

Adobe Illustrator
Adobe XD

Role

Artistic Director

Year

2023

I was commissioned to create a logo, brand identity and landing page for LWL Coaching, a small basketball coaching business for Montreal youths. The owner, Llewellyn, chose the acronym "LWL" based on his name.

Logo Redesign: After exploring several different concepts, I realized that if I inverted the letters they could look like the lines of a basketball. I chose a slightly rounded sans serif font, using uppercase letters as is often used with sports, and used the colours of a basketball for the brand colours. I wanted a graphic device that could give movement to the designs, so I used a dotted line to represent the path of the ball. This graphic could then be used for dividing visual elements or directing attention.

Brand Collateral: I designed a range of collateral, including business cards andd letterheads, as well as prepared print files for embroidered hats, shirts, and keychains.

Website Design: I designed a simple landing page to be implemented in Squarespace, being sure to avoid anything too complicated that would present issues with responsiveness. Once that was complete, I reused some of the website visuals on email newsletter templates, intergrating them into Canva for the client.

Social Media Graphics: The client decided to create a social media account, but didn't know what to use as content. I researched various social media accounts and competitors for ideas, then made three templates; one for game announcements, one for MVP of the week, and one for text-only posts. After the design was approved, I created it in Canva for the client to continue using in the future.