The main focus of the brief for the logo was to insinuate movement and speed to reflect the sport itself heralded as "the fastest game on two feet". To incorporate the stick head which is iconic in the lacrosse community was also crucial. So the challenge was to move away from the cliche approach of putting a stick in there with some type but instead introduce a fresh look to the traditional icon while still making it recognizable to the community. The result was tremendous as it didn't take long to see it selling on T-shirts, caps, and posters. It may be a minor sport in Australia but the community showed me how well a good brand can move very "fast" indeed.