Lacrosse is a physical, emotional and team oriented sport this is underserved from a clothing and brand lifestyle perspective. The founders of ThunderBay 1636 felt they had an opportunity to dress the young players, speak to the ethos of lacrosse and position themselves squarely as the clothing brand for that sport. Lacking a cohesive ecommerce website as well as coherent brand messaging platform, they reached out to Ministers of Design.
Ministers of Design squarely positioned ThunderBay 1636 as a brand that represents the concept of “Original American Athlete” and focuses on the history and legacy of Lacrosse. MoD created an ownable brand strategy document, redesigned the website, created in-store branding, advertisements, social engagement campaigns and social strategies and delivered an enhanced brand logo that was applied to all of their clothing line. Upon introduction of their new brand image, ThunderBay sold over $16,000 in merchandise and had in excess of 120 social media comments from a single event location.