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.
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, I approached the Epoch Women logo with a deep understanding of the game and its unique visual elements. The design draws inspiration from the draw circle, a key feature in women’s lacrosse that initiates play and resets the game after each goal symbolizing control, strategy, and momentum.
To connect the logo to product innovation, I incorporated a 15-degree element referencing the launch of the Purpose 15 Degree Head, while integrating the iconic Epoch “E” for brand continuity. The goal was to create a visual identity that distinguishes Epoch Women from the men’s line, while celebrating the sport’s distinctive mechanics and culture.
Designed alongside the Purpose 15 Degree Head, we developed a dedicated platform to connect and empower female athletes, providing a space to share insights, experiences, and ideas within a supportive community. As part of this initiative, I led the design and strategy for the @epoch.women Instagram channel, creating a cohesive visual identity and content approach tailored specifically to women’s lacrosse athletes.
The platform delivers targeted information, sport-specific insights, and updates on new product releases, strengthening engagement and fostering a community that celebrates female athletes and their unique perspective within the game.