Purpose 15 Degree
We designed The Purpose with pure performance. The women’s game needed a technology that was specific to the women’s game and not borrowed from the men’s. The 15 degree bottom rail has the potential to do for the women’s game what the off-set head did for the men’s game. Designed to be visually stunning from every angle, this highly engineered piece of equipment is more than just a work of art.
Produced by the Epoch Creative Team: Brian Hochman, Carrie Moeger, Will Drusch - Epoch Lacrosse LLC
Purpose Natural Lighting during golden hour: Roughly the first hour of light after sunrise, and the last hour of light before sunset. Key Words: Poised, strong, responsive
Purpose Studio Lighting and Setup: Matte surfaces, Neutral backdrops (move away from white and black), Thick solid surfaces, Dramatic lighting for high contrast shadows, Use of (sparing) props. Key Words: Refined, precise, sophisticated
Purpose Action: Strong shots of athlete full on, Towering shots from bottom up, Split focus on product and athlete, Utilize environment for sweeping landscapes and strong angled lighting. Key Words: Aggressive, strong, determined
As a former women's lacrosse athlete myself, it was important to use elements from the women's game of lacrosse to design the Epoch Women Logo. I took inspiration from the Draw Circle, found specifically in the women's game of lacrosse. The "draw" in women's lacrosse is what starts the game and keeps the game going after a goal is scored. This is an essential part of the game, where whoever gets control of the ball can make or break the game.
From there, I added in a 15 degree element to highlight the launch of the Purpose 15 Degree Head, as well as our classic Epoch "E". The goal was to separate the Epoch Women from the men's side of lacrosse.
Designed in tandem with the Purpose 15 Degree Head, we created a new platform for female athletes to gather and speak about their thoughts and interests with like-minded athletes in a supportive community.
We developed a new social channel and strategy for the @epoch.women instagram account. This gives women's lacrosse athletes a place to get specific information tailored towards their interests in the sport, and new women's product releases from Epoch Lacrosse.