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HanleyCreative | A multi-disciplinary design studio
JOHNS HOPKINS ATHLETICS
Industry: College Athletics
THE CHALLENGE:
While Johns Hopkins boasts a legendary, Division -1 powerhouse lacrosse program the visual
identity across their broader athletic department (including their D3 teams like football) felt
stagnant, disconnected and clinical.
BEFORE:
THE GOAL:
Create a new visual identity specifically a logo and uniform system that powerfully communicates intensity, pride, and competitive readiness.
Elevate the entire athletic program's aesthetic to match the elite standard set by their
D1 lacrosse legacy.
THE PROCESS:
Our work began with a strategic audit of the university’s athletic hierarchy, isolating the massive gap between the on field play of their championship-tier D1 lacrosse program and the rest of their D3 teams.
Before sketching a single concept, we defined a unified "Division-1 Mindset" rooted in speed, intimidation, and modern performance. This strategic foundation drove our entire visual architecture, ensuring every emblem and uniform we designed felt less like standard-issue gear and more like bespoke armor built
for an elite collegiate stage.
THE SOLUTION:
Propose a comprehensive identity elevation and uniform design.
Pitch the Johns Hopkins football program to strategically reposition their brand, transitioning them
from not only a respected academic institution to a legitimate sports program.
AFTER:
Deliverables:
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Primary Logo System & Wordmarks
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Official Uniform System
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Athletic Brand Guide
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Environmental Graphics Package
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Digital & Social Media Assets
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Retail/Merchandise Assets
LACROSSE: SCALING THE ELITE STANDARD
As the crown jewel of the university's athletic department, the Division-1 Lacrosse program required
an identity that respected its championship legacy while pushing it into the modern era. We adapted the new aggressive visual architecture to fit the high-speed nature of the sport, creating a unified look that commands respect from the moment they step onto the field.
RETAIL & MERCHANDISE: BUILDING THE FANBASE
A great athletic brand doesn't just live on the field; it lives in the stands. We designed a comprehensive lifestyle and retail apparel line that allows students, alumni, and fans to wear the "Division-1 Mindset" with pride. The modern graphics and refined color palettes translate perfectly from performance gear to premium campus streetwear.
ENVIRONMENTAL BRANDING: BEYOND THE FIELD
An athletic brand doesn't stop at the stadium gates. We developed an integrated environmental
design system that leverages campus infrastructure to create athletic pride everywhere.
We embedded this 'Division-1 Mindset' directly into the historic campus core, authenticating
the program’s legitimate sports presence in the everyday student experience.
THE SCRIPT LOGO: REFINED FOR SPEED
The original script logo felt too casual and dated for a high-performance athletic program.
We modernized the typography, stripping away the heavy, cartoonish outlines and introducing a forward-leaning, streamlined script that communicates speed and fluid motion on the field.
BEFORE:
AFTER:
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