Minnesota Sports and Entertainment (MSE) brought a National Lacrosse League franchise to Saint Paul beginning with the 2005 season. We were engaged to guide the development of a Brand Strategy and to consult in the creation of a name and logo for the new team. We were called upon because of our experience in developing the Brand Strategy, team name and logo for the other sports team owned by MSE, the Minnesota Wild of the National Hockey League.

Though increasing in popularity, lacrosse is considered an alternative sport in Minnesota. With a target audience of families with teenagers and young adults, we developed a compelling and distinct Brand Promise that when expressed in the marketplace achieved goals for attendance and concession sales.

Engaged with:

• Bob Naegele, III, Board Member and Investor
• Matt Majka, Executive Vice President
• John Maher, Senior Director, Creative Services