LA Sports World offers children and teens training in specific sport fundamentals, team fundamentals, and advanced game skills. Their yearly Summer Camp draws hundreds of campers every year, which means just as many visits and registrations through the website. When creating the brand we considered the target audience, private schools in central Los Angeles. We wanted to create a style that felt new and edgy but that wouldn’t quickly become dated. The clean leading lines in the logo give of a sporty vibe with their sense of movement and fast action. For the Summer Camp, a graphic splatter paint design is used across the collateral, playing off of their popular color war tournaments. As the brand continues to expand, so too does the design and implementation of the core concept of LASW: FUNdamentals.