The industry leader in baseball, Easton, was looking to completely shift gears and simplify their entire line of bats, to create an entirely new strategy for the line...to be more brand focused and less bat model focused. This new system of bats would enhance brand recognition and be easily understood by the consumer and ultimately lead to complete dominance in the market. The system we developed comprised of a speed series and a mass series for two distinct player types, both with an end result of power. The design language clearly distinguished the two categories and developed a new design language going forward for Easton's signature line of bats. The bats have made a dominant impact at all levels of baseball, first debuting at the Little League World Series and then defining a standard at high school and college levels. We then took this thinking into their Hockey line and achieved similar highly successful results. This project was a collaboration with the Easton design team and the Hive Collective.