When you're working with an American heritage brand, and a name that is familiar to every household in the country, there is a delicate balance of preserving authenticity but also bringing modern relevancy in a highly visual world. We did this by creating a bold, recognizable and systematic approach to every Louisville Slugger baseball and softball bat in the line. It revolves around a strong brand presence, an iconic red 'Torch' at the bat end and an ideal for beauty in simplicity. When a player is at the plate, you now know it is a Slugger in his or her hands. That trickles down through every aspect that creates brand love and loyalty. I was honored to partner with the HIVE Collective on this project.