Our Work

  • Research & insights
  • Customer archetype
  • Brand positioning
  • Brand messaging
  • Identity design
  • Art Direction
  • Sales Materials
  • Marketing comps
  • Packaging direction
  • Web design

The Challenge

Naming and designing teams for the PLL

The Premier Lacrosse League is the newest pro league in the US. With a disruptive tour-based model and a player-owned fan-centric approach, the founders of the PLL needed a full brand kit and team names and identities that were just as bold and forward-leaning as the league itself. We Are Bill was hired as Agency of Record.


In a tour-based model especially, there are no cities to build classic sports team allegiances. It needed to be in the character of the team and that was on our shoulders.

— Scott Roslyn, CEO, We Are Bill

“We needed to not just draw on these opposing colliding forces and elements in the world, but also honor the sport itself and what makes it special. It’s not just brute force but finesse, not just speed but also strength and the team names and marks represent that vision.”

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