This was a branding project to reintroduce the sport of Jai Alai to Tampa. The sport has been described as "ballet with bullets" because it's a mix of elegant acrobatics and adrenaline-fueled danger. We used this concept as the basis of our project.
The league was reimagined with a tropical color palette; as a sport for a new generation, it had to be fresh, young, and fun. We also wanted to combat the macho, "dude's club" stigma attached to this sport, and appeal to a wider range of people.
My partner for this was Summer Slowik.